「釋義」

消費升級也叫做消費結構升級，是指在消費水平和消費質量提高的基礎上消費結構不斷合理優(yōu)化，不斷由低層次向高層次發(fā)展變化的過程。

消費升級包含三個方面：

1.整體消費水平和消費質量的提高，而不是因某個方面消費的增加而抑制其他方面的消費需求；

2.某一種或幾種新的消費熱點的出現(xiàn)，僅僅是消費升級的標志，而消費升級最終還有待于消費結構的進一步合理和優(yōu)化；

3.不斷由低層次向高層次發(fā)展變化的漸進的過程。

「應用場景」

隨著消費者更有選擇性地購物，新奢侈品所占據的類別趨于兩極分化。消費者傾向于在對他們來說很重要的品類中消費升級，而在對他們來說意義不大的品類中，則會選擇購買低價品牌或自有品牌，甚至不購買。因此，人們的購買習慣并不總是與他們的收入水平相一致。他們可能在好市多購物，但卻開著奔馳，或者他們可能購買自有品牌的洗潔精，但卻喝山姆亞當斯啤酒。被冷落的是那些未能在產品利益的三個階梯中的任何一個階梯上脫穎而出的中等價格商品。無法與低價產品的價格相匹敵，或無法承諾新奢侈品的情感參與的公司面臨著我們所說的中間死亡。它可能是像西爾斯這樣的零售商，大眾商品銷售商和特定類別商品的專家在價格上擊敗了它，或者它可能是像Max Factor這樣的化妝品和個人護理系列，它沒有提供利益階梯或提供成本優(yōu)勢。

As consumers shop more selectively, the categories new-luxury goods occupy tend to polarize. Consumers tend to trade up to the premium product in categories that are important to them but trade down—buying a low-cost brand or private label, or even going without—in categories that are less meaningful to them. Consequently, people’s buying habits do not invariably correspond to their income level. They may shop at Costco but drive a Mercedes, or they may buy private-label dishwashing liquid but drink Sam Adams beer. Left in the cold are midpriced items that fail to distinguish themselves on any of the three rungs of a product’s ladder of benefits. Companies unable to match the prices of low-cost products or promise the emotional engagement of new-luxury goods face what we call death in the middle. It may be a retailer like Sears, which the mass merchandisers and specialists in particular categories of goods are beating on price, or it may be a cosmetics and personal-care line like Max Factor, which does not deliver on the ladder of benefits or offer a cost advantage.

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以上文字選自

Luxury for the Masses

邁克爾·J·西爾弗斯坦（Michael J.Silverstein）尼爾·菲斯克（Neil Fiske）| 文

馬冰侖?丨編輯?