| 中文摘要 | 第4-10页 |
| Abstract | 第10-11页 |
| The framework of the study | 第12-13页 |
| 1 Research background-the trend of New Luxury | 第13-20页 |
| 1.1 The psychological impetus:trading up | 第13-15页 |
| 1.2 The transformation of consumption patterns led by trading up | 第15-17页 |
| 1.3 New Luxury versus Old Luxury | 第17-20页 |
| 2 Masstige,the major mode of New Luxury | 第20-25页 |
| 2.1 General situation of Masstige market | 第20-22页 |
| 2.1.1 The appearance and concept of Masstige | 第20-21页 |
| 2.1.2 The characteristics of Masstige strategy | 第21-22页 |
| 2.2 Masstige positioning of brand | 第22-24页 |
| 2.2.1 The key points to carry out Masstige strategy | 第22-23页 |
| 2.2.2 The unique Masstige strategy of Calvin Klein | 第23-24页 |
| 2.3 Other modes of Masstige strategies | 第24-25页 |
| 2.3.1 Old luxury extension | 第24页 |
| 2.3.2 Celebrity Brand | 第24页 |
| 2.3.3 Some comparisons | 第24-25页 |
| 3 Masstige strategy in Chinese luxury market | 第25-47页 |
| 3.1 The significance of launching a research of Masstige strategy in Chinese luxury market | 第25-28页 |
| 3.1.1 The status-quo of Chinese luxury market | 第25-27页 |
| 3.1.2 A research of Masstige strategy in Chinese luxury market | 第27-28页 |
| 3.2 The behavioral survey and current situation of Chinese luxury consumers | 第28-40页 |
| 3.2.1 The purpose of the survey | 第28页 |
| 3.2.2 The design of the questionnaire | 第28-29页 |
| 3.2.3 Results of the survey | 第29-39页 |
| 3.2.4 Key findings of the survey | 第39-40页 |
| 3.3 The feasibility of global luxury brands to launch Masstige strategy in China | 第40-41页 |
| 3.4 The possible risks for global luxury brands to launch Masstige strategy in China | 第41-42页 |
| 3.5 The advises for global luxury brands to launch Masstige strategy in China | 第42-43页 |
| 3.6 Conclusion:cautiously optimistic | 第43-47页 |
| Reference | 第47-49页 |
| 后记 | 第49-50页 |
