Abstract

Today in the 21st century, economic globalization is sweeping the whole world, brand as originated in Europe is different from the general goods and relatively new products have been gradually speed up the pace of global market expansion. The impact of culture is all-round for consumers, cultural differences bring consumer attitudes and consumer behavior is different, cross-cultural consumer psychology and the factors influence the choice of a brand. People from different cultural backgrounds make a different choice because of the difference of value orientation, mode of thinking and behavior. And there are great cultural differences between Chinese and western, its impact on consumer brand choice which is more and more important. Some marketers adapt to the cultural differences, to understand and make full use of the impact of this difference for consumers.
This paper analyzes the effect of consumer motivation for consumers brand choice and the differences between Chinese and Western brand from the angle of cross-culture. The data investigation shows that Chinese and Western cultures influence the consumer behavior. The paper analyzes the psychological changes of brand consumer and the impact of these changes from the change of the traditional culture, highlights in the analysis a number of new ideas of brand consumers in recent years and the causes of forming these ideas. According to the analysis of the cultural influence, and finally gives some suggestions for brand goods in China, provides the development of brand market.

Keywords:  brand consumers  cultural differences   cross-cultural  consumer behavior

摘要

在 21 世纪的今天，随着经济全球化的浪潮席卷整个世界，奢侈品作为起源于欧洲的相对较新商品也已逐渐加快其在全球市场的发展。文化对消费者的影响是全方位的，文化差异带来的消费态度和消费行为是不同的，跨文化消费者的心理及各方面因素都影响着对品牌的选择。来自不同文化背景的人们因价值取向、思维方式和行为等的不同往往会对品牌作出不同选择。而中西巨大的文化差异对消费者品牌选择的影响也显得越发重要。一些这方面营销者很快的适应了这种差异，理解并利用了这种差异对消费者产生的影响。
本文从跨文化的视角解析消费动机对消费者品牌选择的影响以及中西方品牌之间存在的差异。数据调查给出了中西方文化影响消费者行为的数据分析。本文从社会传统文化的变迁入手,分析了品牌消费者心理的变化以及这些变化对消费者行为所产生的影响，在分析中突出强调了近几年来市场上品牌消费者的若干新理念及这些理念形成的原因。根据文化影响的分析，最后在一些方面为品牌产品在中国市场的发展提供了营销建议和借鉴意义。

关键词: 品牌消费者；文化差异；跨文化；消费者行为