Luxury Customisation in China/奢侈品定制的中国市场调查

作为伦敦时装学院MSc国际时尚管理专业的研究生，本次调研专注于分析当下奢侈品牌定制服务在中国市场的趋势，并且将使用路易威登和爱马仕两个主要品牌作为代表深入研究。

请在同意填写之前阅读本页信息，阅读之后如果您还有任何调查问卷方面的疑问，请随时与我联系：

c.liu72@arts.ac.uk

本次问卷调查最多会占用您十分钟的时间，回答问题之前，请确定您是一位奢侈品消费者，并依照您的实际情况回答问题，以确保结果的准确性。具体研究伦理的实施规程可以在以下链接中阅读：

http://www.arts.ac.uk/media/arts/research/research-degrees/Code-of-Practice-on-Research-Ethics.pdf

本次调查的目的是探索中国奢侈品消费者对于独特性的需求和对奢侈品定制的看法，根据结果对代表品牌提出管理启示。您所提供的一切信息都将被保证匿名并且不会对外泄露。下面解释了奢侈品以及奢侈品定制的含义以让您更好的理解问卷包含的问题：

奢侈品：品质决定于价钱的非生活必须品

定制：用科技来完善的个人个性化服务

非常感谢您抽取宝贵的时间完成这份问卷。

As a final year MSc International Fashion Management student at London College of Fashion, my dissertation project is focused on exploring the current trend on luxury customisation in China, then use the two major brands Louis Vuitton and Hermès as examples to further investigate the situation. Please read through the information provided on this page before you proceed to take part and feel free to contact me if you have any queries regarding the participation.

Researcher contact: c.liu72@arts.ac.uk

This questionnaire should take up to 10 minutes to complete, you have to be a regular shopper for luxury goods and answer honestly to ensure validity. Details on the code of practice on research ethics can be found here:

http://www.arts.ac.uk/media/arts/research/research-degrees/Code-of-Practice-on-Research-Ethics.pdf

The purpose of this survey is to explore Chinese consumers' perception on the need for uniqueness and luxury customisation, creating managerial implications on the brands' customisation services. All information you provide will be anonymous and will be treated with confidentiality. Definitions of Luxury and Luxury Customisation are below for a better understand which will reappear when applicable:

Luxury: Something that is an indulgence rather than a necessity and the quality is possessed by something excessively expensive

Customisation: Also known as personalisation, involves using technology to accommodate the difference between individuals.

Thank you so much for your time.

我同意参与此次问卷调查 I agree to participate this survey

我已阅读以上信息并且同意参与这次调查。我确认自己是奢侈品消费者，并且同意调查者对我的答案进行分析以完成调查研究。I hereby give my permission to participatein this questionnaire under the conditions stated in the information sheet. Ican confirm I am a regular luxury shopper thus understand my rights and agreeto my given answers being analysed for the completion for the researcher'sdissertation.

您的性别是？What is your gender?

男 Male

女 Female

您的年龄？What is your age?

21岁以下 Under 21

21～30

31～40

41～50

50岁以上 Above 50

您的年收入是多少人民币？（如果您是学生，您每年的生活费是多少人民币？）

What’s your annual income in RMB? (If you are student and do not have any income yet, how much money do you get from parents annually?)

20万元以下Under 200, 000

20万元至35万元 200, 000 ~ 350, 000

35万元至50万元 350, 000 ~ 500, 000

50万元以上 Above 500, 000

您每年在奢侈品上的花销是多少人民币？What’s your annual spend on luxury items in RMB?

5万元以下 Under 50, 000

5万元到15万元 50, 000~ 150, 000

15万元到25万元 150, 000 ~250, 000

25万元以上 Above 250, 000

您目前住在几线城市？Which tier of cities do you currently live in?

一线城市 Tier 1

二线城市 Tier 2

三线城市 Tier 3

在路易威登和爱马仕这两个品牌中，您更经常购买哪个品牌？

Between Louis Vuitton and Hermès, which brand do you purchase the most?

路易威登Louis Vuitton

爱马仕Hermès

您最经常购买的奢侈品类型？ Which categories of luxury products do youpurchase the most?

皮具（皮包，行李箱等）Leather goods (handbags, luggages, etc.)

衣服 Clothing

配饰 Accessories

鞋履 Shoes

以上全部 All of the above options

下列选项中更符合您购买奢侈品的主要原因的是？

Base on the following options, which ones are your major motivations of buying luxury products?

产品的独特性 Uniqueness of the products

质量高，品质好 High quality and good selection of materials

充分展示您的个性与品位 A display of own personality and tastes

社会地位的象征 Symbol of social status

跟随潮流 Following the trends

在您心目中的奢侈品消费者需要符合哪些条件？

Which one of the followings do you consider as a luxury owner?

没有条件，任何人都可以 Simply anyone

受过良好教育，有良好品位的人群 People who are well educated with good tastes

您认为您个人对独特性的需求有多少？How likely do you think you demand uniqueness?

非常需要 Extremely likely

需要 Likely

一般 Neutral

不太需要 Unlikely

完全不需要 Extremely unlikely

您认为与众不同对一个人来说有多重要？

How likely do you believe oneself should be unique and different from the others?

非常重要 Extremely likely

重要 Likely

一般 Neutral

不太重要 Unlikely

完全不重要 Extremely unlikely

您购买过下列哪种定制奢侈品？

Which following categories of customised luxury products have you purchased before?

皮具（皮包旅行包袋等） Leather goods (handbag, luggage, etc.)

饰品配件 Small leather goods/accessories

围巾 Scarves

鞋履 Shoes

我还没有购买过定制奢侈品 I have not purchased any customised luxury products yet

您购买定制奢侈品的主要原因是什么？

What are your major motivations of buying customised luxury goods?

产品独一无二，只为我一人制作 The product is unique and produced only for myself

更喜欢拥有稀有的商品 The desire of scarce products

能够参与设计产品 The chance of getting involved into the design process

能避免与主流人群使用同样的物品 To avoid using mainstream products owned by larger population

可以拥有完全满足自己喜好的产品 To have the products that can suit my tastes perfectly

可以彰显个性和品位 To display my own personality and tastes

是可以体现心意的礼物 Buying as a thoughtful gift for others

以下两种奢侈品定制的方式您更认同哪种？ Which one of the followings do you think is the best way of producing customised luxury products?

奢侈品定做：只针对品牌VIP客户，周期长，顶级服务与质量保证 Bespoke: Only available for the VIP customers, long time-phrase, top quality and service

大众化定制：对广大消费客户群开放，周期相对较短，较高的品质服务与质量保证 Mass Customisation: Can be purchased by anyone, shorter time-phrase, high quality and service

以下几种类型的定制中，您认为哪项最能吸引您？

In the following ways of customisation, which ones do you find the most attractive?

刻字在皮具的金属配件上 Letters engrave (initials, short messages)

自主选择颜色搭配 Design your chosen product with your own choice of colours

自主选择材质搭配 Design your chosen product with your own selection of materials

在包袋皮面上印上您的姓名／缩写／特殊图案等 Printed initials or special patterns, designs on leather goods

自主选择装饰包袋的贴纸或配饰（挂件）等 Your own choice of stickers and accessories (such as pendants) and so on to decorate selected bags

您有多希望参与设计您自己的奢侈品产品？

How likely would you like to design your own luxury product?

非常希望 Extremely likely

希望 Likely

一般 Neutral

没想过 Unlikely

完全没想过 Extremely unlikely

您更喜欢用哪种方式定制您的产品？How would you like your products customised?

在品牌官网上自主定制看到效果图后决定是否购买 Design your product on brands' official websites and make purchase decision after seeing the outcomes online.

在店内店员帮助下浏览颜色字体材质等样品，然后决定是否购买 Browse samples of materials/colours/fonts in store with staffs then make purchase decision.

请简短填写您对奢侈品定制的建议和需求（例如上述没有提到的方法，或者您所期望的目前还没有提供定制服务的产品类型）

In a short phrase, please fill in your suggestions or requirements on luxury customisation (such as other ways of customisation in your mind that has not been covered above or have not been offered by now)

____________

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