中国奢侈品消费研究.pdf

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1、UNIVERSITYCODE:10246STUDENTID:10210680315LUXURYCONSUMPTIONINCHINAMATHESISPresentedinPartialFulfillmentoftheRequirementfortheMasterDegreebytheGraduateSchoolofFudanUniversityByStamboglis,MarcoFudanUniversity2012ThesisAdvisor:Fan,XiaoyanSignature:ThesisCommittee:Approv

2、edby:Professor:Chen,ShiyiProfessor:Shen,GuobingProfessor:He,GuanghuiDefenseDate:April27，2012MAPrograminChineseEconomy指导小组成员名单樊潇彦讲师陈诗一教授沈国兵教授何光辉副教授目录H^ILISTOFTHEFIGURESIILISTOFTHETABLESIllM?lAbstract2弓丨n4Introduction:Definingtheluxurymarket9LiteratureReview

3、16FIRSTPART211BeforetheLuxuryMarketweneedtounderstandwhoaretheconsumers211.2TheChineseConsumers231.3MainCharacteristicsoftheUrbanhouseholds302ConsumptionsbehaviorforUrbanHouseholds392.2DisposableIncomeofUrbanHouseholds462.3TheUndisclosedIncomesinUrbanHou

4、seholds483TheEngelApproach52SECONDPART594DefiningtheLuxuryMarket594.2Thesizeoftheluxurymarket:ChinaVsworld634.3LuxuryConsumption664.4AChineseApproach68THIRDPART725THEMODEL:LuxuryConsumptioninChina725.2Consumptionbehavior735.3ResultsandComments:77C

5、onclusions86A9397LISTOFTHEFIGURESFigure1Urbanizationprocessandpredictionforthefollowing5years35Figure2AgedistributionintheChinesepopulationSource:ChineseNationalBureauofStatistics37Figure3AverageandemployedmembersinChineseurbanhouseholds38Figure4Consumptiond

6、istributioninUrbanhouseholdsbyVolume45Figure5Incomesdistributionperincomegroup(OFF-up)(ADJ—down)foryears2000-201050Figure6Engelcurveforgoodsandservices(OFFandADJdisposableincome)...56Figure7Engel'scurveappliedtothebasketcaseofthehighestincomegroup(onyearlybase)58

7、Figure8Luxurycomposition:globalforyears2010&2011;forGraterChinain2011(BAINb,2010;BAINb,2011;McKinseyb,2011)64Figure9Tableofthepricesperbrandandproductcategory77Figure10Distributionofpopulationsavingssharebyincomegroupin2011，fullyearbase(I)andtwo-monthsbase(II)8

8、1Figure11Exampleoftwohouseholdswithonememberoccupyingmiddle-highlevelpositionappliedtopreviousformat82Figure12Anotherwaytoseeit.Therelati