奢侈品包购买动机与品牌标识显著性偏好的关系研究
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摘要
品牌标识显著性,是指品牌的标识在产品上的显著程度,这一概念是目前奢侈品业界普遍关注的焦点。已有研究发现,不同类型的消费者对奢侈品的品牌标识显著性有不同的偏好,但是,从购买动机的角度出发讨论消费者对品牌标识显著性的偏好情况的研究还未进行。
在总结前人研究成果的基础上,本文以奢侈品包为例,通过实证研究来确定消费者的奢侈品购买动机及其与品牌显标识著性偏好的关系。研究结果表明,消费者购买奢侈品包的主导动机为求异动机、炫耀动机、从众动机、完美动机和享乐动机。其中,消费者的炫耀动机和从众动机与消费者所选购奢侈品的品牌标识显著性程度正相关,而求异动机与其选择奢侈品的品牌标识显著性程度负相关。这也同时说明,在购买奢侈品包这类商品时,中国消费者对品牌标识显著性的偏好主要受到求异动机、炫耀动机和从众动机的影响,而与完美动机和享乐动机关系甚微。本研究同时发现,不同个体属性下的消费者对品牌标识显著性的偏好有所差异,主要体现在不同教育背景的消费者之间,学历越低的消费者越倾向于购买张扬的奢侈品包,而学历越高的消费者越倾向于购买低调的奢侈品包。
本文在研究结论的基础上对奢侈品企业提出如下建议：在合理定位口标客户的基础上,及时更新对其购买动机转变的认识,充分意识到中国消费者的奢侈品消费能力和消费理念正在逐步与发达国家接轨；注重提升中国消费者的品味,加强品牌标识隐形因素的设计；重视奢侈品的社会功能价值,意识到品牌的宣传的对象应该是每一个消费者,使产品价值得到全社会的认可。这些措施可以帮助奢侈品厂商提升奢侈品在消费者心目中的价值,更好的迎合消费者的需求,促进他们的购买。
Brand prominence is defined as the extent to which a product has visible markings that make observers recognize the brand. It's focused by both luxury and fashion industries. It's find that there has different preference between different types'customers, however, it's still no study about consumer's preference of brand prominence's started from purchase motive.
On the base of summing up previous studies, we try to find the relationship between luxury goods'purchase motive and brand prominence by empirical study. The results show that there are five motives drive consumers to purchase luxury goods, they are Snob Motive, Veblenian Motive, Bandwagon Motive, Perfectionist Motive and Hedonist Motive. While Veblenian Motive and Bandwagon Motive has a positive significant effect on prominence of brand, Snob Motive has a negative significant effect on prominence of brand. That means Chinese consumers'preference of brand prominence affected by Veblenian Motive, Bandwagon Motive and Snob Motive. The study also find that personal attributes have a certain impact on the preference of brand prominence. It's mainly shows on different education background consumers that the lower education level of the consumer the louder luxury goods they want to buy, the higher education level of the consumer the more quiet luxury goods they want to buy.
Following recommendations were raised for luxury corporations marketing management on the base of the conclusions of the study. On the base of focus consumer reasonably they should update their knowledge of the purchase motive's change of their target consumers as soon as possible, and have fully aware of that Chinese consumption ability and consumption concepts are more and more similar as the consumers of developed countries. Focus on improving the taste of Chinese consumers and strengthen the design of subtle cues to show brand to the consumers. Consider the social function of luxury goods, advertising their brand to everybody. These measures will enhance the value of luxury goods in consumers'mind, thus to strength their desire of purchasing luxury goods.
在总结前人研究成果的基础上,本文以奢侈品包为例,通过实证研究来确定消费者的奢侈品购买动机及其与品牌显标识著性偏好的关系。研究结果表明,消费者购买奢侈品包的主导动机为求异动机、炫耀动机、从众动机、完美动机和享乐动机。其中,消费者的炫耀动机和从众动机与消费者所选购奢侈品的品牌标识显著性程度正相关,而求异动机与其选择奢侈品的品牌标识显著性程度负相关。这也同时说明,在购买奢侈品包这类商品时,中国消费者对品牌标识显著性的偏好主要受到求异动机、炫耀动机和从众动机的影响,而与完美动机和享乐动机关系甚微。本研究同时发现,不同个体属性下的消费者对品牌标识显著性的偏好有所差异,主要体现在不同教育背景的消费者之间,学历越低的消费者越倾向于购买张扬的奢侈品包,而学历越高的消费者越倾向于购买低调的奢侈品包。
本文在研究结论的基础上对奢侈品企业提出如下建议：在合理定位口标客户的基础上,及时更新对其购买动机转变的认识,充分意识到中国消费者的奢侈品消费能力和消费理念正在逐步与发达国家接轨；注重提升中国消费者的品味,加强品牌标识隐形因素的设计；重视奢侈品的社会功能价值,意识到品牌的宣传的对象应该是每一个消费者,使产品价值得到全社会的认可。这些措施可以帮助奢侈品厂商提升奢侈品在消费者心目中的价值,更好的迎合消费者的需求,促进他们的购买。
Brand prominence is defined as the extent to which a product has visible markings that make observers recognize the brand. It's focused by both luxury and fashion industries. It's find that there has different preference between different types'customers, however, it's still no study about consumer's preference of brand prominence's started from purchase motive.
On the base of summing up previous studies, we try to find the relationship between luxury goods'purchase motive and brand prominence by empirical study. The results show that there are five motives drive consumers to purchase luxury goods, they are Snob Motive, Veblenian Motive, Bandwagon Motive, Perfectionist Motive and Hedonist Motive. While Veblenian Motive and Bandwagon Motive has a positive significant effect on prominence of brand, Snob Motive has a negative significant effect on prominence of brand. That means Chinese consumers'preference of brand prominence affected by Veblenian Motive, Bandwagon Motive and Snob Motive. The study also find that personal attributes have a certain impact on the preference of brand prominence. It's mainly shows on different education background consumers that the lower education level of the consumer the louder luxury goods they want to buy, the higher education level of the consumer the more quiet luxury goods they want to buy.
Following recommendations were raised for luxury corporations marketing management on the base of the conclusions of the study. On the base of focus consumer reasonably they should update their knowledge of the purchase motive's change of their target consumers as soon as possible, and have fully aware of that Chinese consumption ability and consumption concepts are more and more similar as the consumers of developed countries. Focus on improving the taste of Chinese consumers and strengthen the design of subtle cues to show brand to the consumers. Consider the social function of luxury goods, advertising their brand to everybody. These measures will enhance the value of luxury goods in consumers'mind, thus to strength their desire of purchasing luxury goods.
引文
①安水会计事务所.中国：新的奢华风潮——安永会计师事务所中国奢侈品市场报告[R].中国品牌,2007,8：59
②贝恩公司.2009年中国奢侈品市场研究报告[R].2009：8
①贝恩公司.2009年中国奢侈品市场研究报告[R].2009：11
①沃夫冈.拉茨勒.奢侈带来富足[M].北京：中信出版社,2003 p.9
②牛津高阶英汉双解词典.北京：向务印书馆；英国：牛津大学出版社p.457
③现代汉语新词语词典.上海：上海辞书出版社.2009年11月第一版p.266
④科林斯经济学辞典.上海：上海财经大学出版社.2008年12月第一版p.146
①作者注：《中国大百科全书》经济卷第二卷中有关于“奢俭论”的介绍,但并未涉及奢侈、奢侈品的定义
Kapferer. Managing luxury brands. Journal of Brand Management[J],1997 Vol.4, No.4, p.251
②帕梅拉·丹席格.心灵消费.台北沃尔文化[M].2005,p.86
①沃夫冈.拉茨勒.奢侈带来富足[M]北京：中信出版社,2003.p.46
Jose Luis Nueo, John A. Quelch. The Mass Marketing of Luxury [J]. Business Horizons,1998,12:p.63
包分类方式主要参考Luis Vuitton对包的分类,资料来在于其官方网站http://www.louisvuitton.com/en/flash/index.jsp?directl=home_entry_gb0
①黄选.中国人天生是奢侈品受众,奢侈品牌的中国制造悬念[N].第一财经日报,2004年12月13日
①杨明刚.国际顶级品牌-奢侈品跨国公司在华品牌文化战略[M].上海：上海财经大学出版社,2006.p.55
①贝恩公司.2009年中国奢侈品市场研究报告[R].2009：12
①购买动机.MBA智库百科http://wiki.mbalib.com/wiki/%E8%B4%AD%E4%B9%B0%E5%8A%A8%E6%9C%BA
②高盛公司.中国2005年奢侈品市场调查[R].2010
③李可崴.中法奢侈品消费者行为比较分析与实证研究[D].上海：同济大学,2008 p.36
22通过总结贝恩管理咨询公司2008、2009和2010年中国奢侈品报告整理得出。
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①贝恩公司.2009年中国奢侈品市场研究报告[R].2009：11
①沃夫冈.拉茨勒.奢侈带来富足[M].北京：中信出版社,2003 p.9
②牛津高阶英汉双解词典.北京：向务印书馆；英国：牛津大学出版社p.457
③现代汉语新词语词典.上海：上海辞书出版社.2009年11月第一版p.266
④科林斯经济学辞典.上海：上海财经大学出版社.2008年12月第一版p.146
①作者注：《中国大百科全书》经济卷第二卷中有关于“奢俭论”的介绍,但并未涉及奢侈、奢侈品的定义
Kapferer. Managing luxury brands. Journal of Brand Management[J],1997 Vol.4, No.4, p.251
②帕梅拉·丹席格.心灵消费.台北沃尔文化[M].2005,p.86
①沃夫冈.拉茨勒.奢侈带来富足[M]北京：中信出版社,2003.p.46
Jose Luis Nueo, John A. Quelch. The Mass Marketing of Luxury [J]. Business Horizons,1998,12:p.63
包分类方式主要参考Luis Vuitton对包的分类,资料来在于其官方网站http://www.louisvuitton.com/en/flash/index.jsp?directl=home_entry_gb0
①黄选.中国人天生是奢侈品受众,奢侈品牌的中国制造悬念[N].第一财经日报,2004年12月13日
①杨明刚.国际顶级品牌-奢侈品跨国公司在华品牌文化战略[M].上海：上海财经大学出版社,2006.p.55
①贝恩公司.2009年中国奢侈品市场研究报告[R].2009：12
①购买动机.MBA智库百科http://wiki.mbalib.com/wiki/%E8%B4%AD%E4%B9%B0%E5%8A%A8%E6%9C%BA
②高盛公司.中国2005年奢侈品市场调查[R].2010
③李可崴.中法奢侈品消费者行为比较分析与实证研究[D].上海：同济大学,2008 p.36
22通过总结贝恩管理咨询公司2008、2009和2010年中国奢侈品报告整理得出。
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