摘要:中国已经成为不容忽视的奢侈品市场，中国消费者已经成为全球第一的奢侈品消费群体，然而中国奢侈品市场并不完善，中国奢侈品消费者不够成熟，奢侈品企业在中国的营销也有欠缺之处。这篇文章从消费者自我概念的视角，通过实证分析，得出了中国奢侈品消费者的四种自我概念，实用型自我、表达型自我、情感型自我和社交型自我，并且论述了自我概念与消费行为之间存在相关关系，以此为基础提出了奢侈品营销模型。随后分析了欧米茄和路易·威登的案例，得出必须针对不同类型的消费者采取不同营销策略的结论。最后，根据中国消费者自我概念类型和营销模型，提出了打造卓越产品品质、开展个性定制服务、统一全球服务标准、升级品牌门店设计、推出小件入门产品、传递品牌核心理念、保持高价位不打折、回收品牌代理权、培养专业化的精英营销团队九个营销策略。这篇文章拓展了奢侈品营销理论的研究视角，并且为奢侈品企业的营销提供了质量较高、可行性较强的对策和建议。

关键词：消费者自我概念；奢侈品；消费行为；营销；模型

Abstract:China has become the luxury market that can not be ignored and Chinese consumers have become the world's largest consumer group. However, Chinese luxury market isn't perfect and Chinese consumers are not mature or rational. Luxury goods companies in China also have gaps. Through empirical analysis, based on the theory of self-concept of consumers, Chinese luxury consumers come to four self-concept, practical self, expressive self, affective self-self and social self. This article also discusses the relationship between self-concept and consumer behavior as the basis for luxury marketing model. Then, analyzing Omega and LV case and concluding that different types of consumers require different marketing strategies. Finally, on the basis of the type of self-concept of Chinese luxury consumers and the marketing model, the article proposed nine marketing strategies: Creating excellent product quality, carrying out personalized custom services, unifying global service standards, improving the brand stores, launching small pieces of entry products, conveying the core concept of the brand, maintaining a high price and not discounted, withdrawing brand agency, specialized training of the elite marketing team. This article expand the viewpoint of the theory of luxury marketing and provides high quality as well as feasible suggestions and countermeasures.

Keywords: self-concept of consumer; luxury goods; consumer behavior; marketing; model