皮革科学与工程 ›› 2021, Vol. 31 ›› Issue (3): 83-87.doi: 10.19677/j.issn.1004-7964.2021.03.016

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基于“千禧一代”消费群的奢侈品市场调研与分析

丁婉婧1, 许梦佳1, 宛如玉1, 孟子矜1, 漆瑞娜1, 郑斐匀1, 姚云鹤*   

  1. 1. 四川大学轻工科学与工程学院,四川 成都 610065;
    2. 四川大学制革清洁技术国家工程研究中心,四川 成都 610065;
    3. 四川大学皮革化学与工程教育部重点实验室, 四川 成都 610065
  • 收稿日期:2020-08-24 出版日期:2021-06-28 上线日期:2021-05-28
  • 通讯作者: 1474329@qq.com
  • 作者简介:丁婉婧(1996-),女(苗族),四川大学生物质与皮革工程系学士,公共管理硕士在读,531249843@qq.com。

Future Market Analysis of Luxury Brands--based on the Survey of Millennials

DING Wanjing1, XU Mengjia1, WAN Ruyu1, MENG Zijin1, QI Ruina1, ZHENG Feiyun1, YAO Yunhe1,2,3,*   

  1. 1. College of Biomass Science and Engineering, Sichuan University,Chengdu 610065,China;
    2. National Engineering Research Center of Clean Technology in Leather Industry, Sichuan University,Chengdu 610065,China;
    3. Key Laboratory of Leather Chemistry and Engineering of Ministry of Education, Sichuan University,Chengdu 610065,China
  • Received:2020-08-24 Online:2021-06-28 Published:2021-05-28

摘要: 近年来,中国奢侈品市场发展迅猛,作为全球奢侈品消费大国,中国千禧一代在其中扮演着愈加重要的角色,以中国千禧一代消费群为调研对象,分析其成长背景,并深入探讨消费需求及消费特征,进而完善消费者画像。调研结论对奢侈品牌在中国市场的拓展具有一定的参考价值。

关键词: 千禧一代, 奢侈品市场, 鞋包

Abstract: In recent years, the luxury goods industry has resumed growth. As a global consumer of luxury goods, the growth of China's market trend will continue with the growth of millennials. Taking the Chinese millennial consumer group as the research object, the questionnaire survey was conducted from consumption features, requirements and trends based on having arranged their definition and background of growth. Then it outlines the portraits of the consumers, the survey and its analysis has certain reference value and significance.

Key words: Millennials, luxury market, shoes and bag

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