| 摘要 | 第1-19页 |
| Abstract | 第19-20页 |
| Chapter1 Introduction | 第20-22页 |
| Chapter 2 Research Backgrounds | 第22-31页 |
| ·Literature review | 第22-25页 |
| ·Fashion and luxury | 第22-24页 |
| ·Consumer behavior in luxury:western markets versus Chinese market | 第24-25页 |
| ·General characteristic of the white-collar sector in China | 第25-31页 |
| Chapter3 Research hypothesis and methodology | 第31-34页 |
| ·Research hypothesis | 第31-32页 |
| ·Research methodology | 第32-34页 |
| Chapter4 Contents of the thesis | 第34-52页 |
| ·Data review and results | 第35-43页 |
| ·Chinese white-collar's luxury consumption capability | 第35-36页 |
| ·Chinese white-collar's luxury consumption motives | 第36-37页 |
| ·Chinese white-collar's luxury consumption habits | 第37-39页 |
| ·Chinese white-collar's consumption habits toward luxury products | 第39-41页 |
| ·Consumer habits of the White-collar sector toward luxury retail channels | 第41-42页 |
| ·Consumer habits of the white-collar sector towards luxury communication channels | 第42-43页 |
| ·Observation | 第43-52页 |
| ·Chinese white-collar's luxury consumption capability | 第43-44页 |
| ·Chinese white-collar's luxury consumption motives | 第44-45页 |
| ·Chinese white-collar's luxury consumption habits | 第45-46页 |
| ·Chinese white-collar's consumption habits toward luxury products | 第46-49页 |
| ·Consumer habits of the White-collar sector toward luxury retail channels | 第49-51页 |
| ·Consumer habits of the white-collar sector towards luxury communication channels | 第51-52页 |
| Chapter 5 Key findings and further suggestions | 第52-61页 |
| ·Key findings | 第52-53页 |
| ·High brand conscious but low brand awareness of the Chinese white-collar consumers | 第53-54页 |
| ·Strategies for the fashion and luxury companies aiming at the Chinese white-collar sector | 第54-61页 |
| ·Use the existing physical stores efficiently | 第54-57页 |
| ·Take advantage of the customer relationship management | 第57-58页 |
| ·Managing the communication strategy in China | 第58-59页 |
| ·Brand extension and line extension to meet the needs of the Chinese white-collar consumers | 第59-60页 |
| ·Internet is a powerful tool | 第60-61页 |
| Chapter 6 Conclusion and limitations | 第61-62页 |
| ·Conclusion | 第61-62页 |
| ·Limitations and future research | 第62页 |
| Reference | 第62-66页 |
| Acknowledgements | 第66-67页 |
