本研究之主題為了解及分析法國製造之精品對亞洲消費者行為之影響。大部分之消費者對於精品都有一定的認識與了解，但只有少數部分的消費者具有足夠的購買力且進而擁有精品。整個精品市場的百分之三十皆來自於法國，也點出了法國是精品市場的領頭羊角色。在全球消費者當中，亞洲消費者佔了百分之四十七，這說明了亞洲消費者對於精品的購買需求是相當高。 當精品的標籤顯示來源國為法國時，對於亞洲消費者而言是非常正面及有價值之意。法國製造的精品所具備的特質相當符合亞洲消費者對於精品的需求。確實法國製造的精品在亞洲消費者眼裡等同於質感、優越、稀少、傳統。這些法國精品所具有的特質對於擁有它們的上流社會消費者是非常有價值的。亞洲精品業的重要性與日俱增，兩個主要原因為越來越多中產階級的產生以及一直增加的億萬富翁數量。 為了對於此主題有更進一步的了解與分析，此研究有兩個主題。第一個主題為藉由台灣年輕消費者族群對於法國製造精品的認識與了解，進一步探索未來亞洲消費者對於精品的購買行為以及期待之處。第二個主題為亞洲消費者行為之分析。本研究使用一百份來自淡江大學學生所填答之問卷用以進行分析。現在對於亞洲消費者行為的了解與分析對於未來亞洲精品市場的預測是非常急切需要的而且也能提供年輕族群對於精品的看法以供精品業預測未來市場走向。 The aim of this thesis is to understand the vision of Asian consumer behavior regarding luxury goods “Made in France”. The luxury sector is the market the less accessible in the world. Most of consumers are aware about luxury brands, however only elite have the opportunity to possess a luxury product. France, only this country counts for 30% of the total luxury market, which is the leader of this market. Asian consumers represent 47% of the consumer worldwide, which is the top country in terms of consumers in the luxury market. The label “Made in France” has a positive image through Asian consumers. Characteristics from a French luxury product meet Asian consumers’ needs. Indeed, a French luxury product is synonym of quality, excellence, rarity, tradition. These characteristics are valuable in a society where the place of an individual is the most important. The important market share of luxury in Asia can also be explained by the emergence of the middle class and the increasing of number of billionaires. In order to have a better understanding, the second part of the thesis has two objectives. It aims to perceive the future and to understand expectations from the young Taiwanese population regarding French luxury products. For this, a survey has been administrated to 100 students from Tamkang University. The understanding of an Asian consumer behavior from nowadays is imperative to anticipate in a near future and in the best way possible expectation from this young generation.
