Research on Chinese Face Value and Consumers' Conducts of Ostentatiously Purchasing Luxuries

Valuing one's face whenever doing things is the tradition of folk life,so the need of face saving came broadly to life. Face saving includes the ability need,status need and relationship need. At present stage,China' s luxury consuming is features by flaunt,luxury and blindness purchasing. The cultural background differs between the West and the East,so is true to the conducts of the consumers in purchasing the luxuries. The Chinese tradition of face saving has a striking impact on the ostentatiously luxury purchasing. Luxury marketing should be based on the cultural traits of "face value"to adopt targeted marketing strategies