Specifika a trendy ve vývoji čínské spotřeby luxusních statků

This diploma thesis focuses on luxury Chinese consumption and its trends at home and abroad. The aim is to identify the main factors leading to a higher Chinese luxury goods consumption to define the impact of luxury goods consumption on the social status of Chinese consumers in society, with emphasis on current trends and situations (i. e. in the 21st century). The diploma thesis is processed by the method of analysis of available statistics and publications on a given topic and is divided into three parts. The goal of the first part is to introduce the basic terms associated with luxury consumption, the classification of luxury goods, and a summary of luxury consumption motives. The goal of the second part is to focus on the Chinese consumer and his luxury consumption, mainly in connection with socio-cultural effects. It also includes a subchapter discussing counterfeiting luxury brands in China. The last part is devoted to the characteristics of Chinese shopping tourism especially why shopping tourism is so important for Chinese consumers. It also includes a summary of recommendations of how to attract Chinese tourists overseas and focus on Chinese shopping tourism in the Czech Republic.