CAJ | 학술논문

通过对商场的命名、装修，及新季时装秀、保健讲座、美容护肤讲座、心理课堂、私人顾问等各种营销策略，成都的奢侈品商场使奢侈品在本身具有的极品性、稀缺性、昂贵性和引领性之外，更是赋予了奢侈品消费者贵族式的“奢侈”礼遇。这种礼遇是把商品变成符号的一种方式，满足了消费者追求符号身份的心理需求。
통과대상장적명명、장수，급신계시장수、보건강좌、미용호부강좌、심리과당、사인고문등각충영소책략，성도적사치품상장사사치품재본신구유적겁품성、희결성、앙귀성화인령성지외，경시부여료사치품소비자귀족식적“사치”례우。저충례우시파상품변성부호적일충방식，만족료소비자추구부호신빈적심리수구。
By means of marketing strategies of denomination, decoration, new season fashion shows, lectures on health care or beauty care, psychological classroom and private consultants in the mall, Chengdu's Luxury goods mails give luxury goods consumers an aristocrat- like "luxurious" reception besides its top quality, rarity, costliness and fashion. This reception is a way to turn goods into symbols in order to satisfy the psychological need of consumers who seek their symbol identity.