摘要：世界的经济持续升温，中国的经济发展让世界瞩目，国人的生活水平不断提高，越来越多的奢侈品企业进驻内地。奢侈品消费已逐渐进入某些中低阶层，并有向下迅速蔓延的迹象。根据最新报告，德意志银行称：中国仍处于奢侈品最大市场，德意志银行最近发布了“2013年一季度全球奢侈品市场回顾及展望”。该报告显示：虽然中国一些经济指标“不够从鼓舞人心”。但奢侈品销售增长仍居全球首位。在2013年一季度，中国占全球四分之一销售额，实现了20%的增长速度。

　　　时代不断进步，消费者的口味也越来越难以摸透，特别是在奢侈品行业中，消费者的行为更是让人琢磨不透，只有通过实践来研究消费者的行为，构建有效的营销策略，才有助于我们更好的掌握消费者的心理，创造出合适的产品来占领市场。消费者行为指的是个体或某些群体为了满足需要和欲望选择、购买、使用、评估、及处置产品和服务时介入的活动和过程。总所周知，奢侈品的消费者行为更注重产品给个人带来的品味和地位。以彰显个人的独特的魅力。

　　　随着奢侈品市场发展的不断壮大，中国的奢侈品市场也开始蓬勃发展起来。“金三角”地区成为众多顶级品牌抢滩的首选地。内地也随着这股潮流不断升温，越来越多的奢侈品企业进驻内地，我认为珠宝是奢侈品中的代表行业，将作为本篇论文研究的重点。

关键词：奢侈品 中国消费者行为 营销策略 珠宝

ABSTRACT：China's economic development to draw attention of the world, people's standard of living rises ceaselessly , more and more luxury goods companies in the mainland. Luxury consumption has gradually into some of the lower and middle classes and showed signs of downward spread quickly. The Boston consulting group predicted that China's will in the next five to seven years to become the world's largest market for luxury goods. According to the latest report, deutsche bank, said: China is still in the largest luxury goods market, deutsche bank recently released \"in the first quarter of 2013 global luxury market review and outlook\". The report showed that although some of China's economic indicators from encouraging enough. But luxury goods sales growth is still the world's first. In the first quarter, China accounts for a quarter of global sales, achieve the growth of 20%. 

　　The taste of the era of constant progress, the consumer is becoming more and more difficult to line by grinding, especially to the luxury goods industry, consumer behavior is to let people elusive, only through the study of consumer behavior, build effective marketing strategy, help us to better grasp the consumer psychology, to create the right products to occupy the market. Consumer behavior refers to the individual or group in order to meet the needs looking for, select, purchase, use, evaluation, and disposing of products and services involved in activities and process. Known, luxury consumer behavior pay more attention to the product brings to the personal taste and status. Reveal the unique personal charm. 

　　With the growing luxury goods market development, China's luxury market has begun to flourish. \"Golden triangle\" region for many top brands break into the first choice. Mainland followed the trend growing, more and more luxury goods in mainland China. Therefore, jewelry industry as representative in the luxury goods industry, will be the focus in the study of this paper. 

Keywords: jewelry luxury  chanese’consumer behavior   marketing strategy  jewelry

　　　奢侈品并不是必需的常用品，根据需求的价格弹性来看，消费弹性较大，在全球经济不景气时，消费者可供额为消费的预算会大幅减少。不过我们也可以看到，即使是在全球经济都不景气的时候，中国的奢侈品市场一直保持积极向上的趋势。德意志银行称：虽然中国一些经济指标“不够从鼓舞人心”。但奢侈品销售增长速度仍居全球首位。2013年一季度，中国占全球四分之一销售额，实现了20%的增长（至此，全球的平均增速才只有7.9%），中国的奢侈品增速蝉联全球首位。

　　　奢侈品从时间上来讲，古今有之。从地域上讲，是一种全球现象，从发展趋势上讲，来自于供求双方基本动力，奢侈品消费中也包含强大的金融推动力。随着中国经济的快速增长，以及消费者不断走向成熟，中国的消费者数量攀升，通过研究消费者的行为，有助于我们更好的掌握消费者的心理，创造出合适的产品来占领市场。根据此背景，通过对中国消费者的消费行为的研究，拓宽营销的渠道，打破营销的难题，本文提出了对奢侈品消费者行为的营销策略研究及改进的意见。