摘要: Since the economic reform of China in 1978, the country has been under a process ofindustrialization and modernization.The average household income has risen, where theproportion of middle-class households, earning more than RMB 3... 展开 Since the economic reform of China in 1978, the country has been under a process ofindustrialization and modernization.The average household income has risen, where theproportion of middle-class households, earning more than RMB 3 500 per month, hasincreased.In addition, there is a great share of the 《 China elite 》, which consists of theupper middle-class and the very wealthy.Due to China's enormous market of 1.3 billionpeople and the growth of wealthier households, the country has become one of the largestmarkets for luxury.Many luxury brands are established in the market today, some with agreater presence, others more limited.An other aspect of China's luxury market is a shift on consumers luxury purchase and habits,consumers changed from tangible products like watches, perfumes, and clothing intointangible and experiential ones like travelling, luxury cars, villas, yachts and other services.This essentially represents the future consuming propensity of the current luxury consumers.Driven by a need of exclusivity feeling and a unique lifestyle, the high net wealthy individualsin China, as in developed countries, are spending more on luxury leisure activities.Based on this background, we review luxury related literature and collecte the newestindustry data and info on luxury market worldwide and in China.Also, we analyze the luxuryconcept, luxury consumer behavior, Chinese luxury market situation with a focus on yachtmarket by presenting its trends, opportunities and challenges that should be taken intoconsideration by a firm deciding to enter the Chinese market of yachts. 收起