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经济学家通常把奢侈品定义为需求收入弹性大于1的商品。此外，奢侈品同时也被认为是“价值/品质比最高”、“无形价值/有形价值比最高”的商品。商品学家的定义为：价格高并不意味着就是“奢侈品”。“奢侈品”的高价性也绝非是生产与使用过高过多的物质成本的积累与堆砌，而是在其背后有一个完美体系支撑和百年文化传承。

Economists usually defined as a luxury income elasticity of demand greater than one product . In addition, the luxury is also considered to be " the value / quality than the highest ", " intangible value / tangible value than the maximum ," the merchandise. Commodity scientist is defined as: the high price does not mean that "luxury ." " Luxury" is also by no means a high production and use of excessive accumulation of excess material costs and piling up, but in the back there is a perfect system of support and centuries of cultural heritage. Esthetician is defined as: "luxury " is a symbol of life is art , is a kind of pursuit of life into the external signs of aesthetics , is an art aesthetic direct representation , it was given more culture, history, art and philosophy meaning. Sociologist is defined as: "luxury " has already gone beyond the "corruption , waste, decadent, unfair" means , but in an unusual substance symbols to shape personality style self-assertion , and its luxury goods consumption has become the driving force of progress and economic development .

目前在国际上被普遍认同的奢侈品的定义为：“一种超出人们生存与发展需要范围的，具有独特、稀缺、珍奇等特点的消费品，又称为非生活必需品。主要包括高档服装、化妆品、烟、酒、珠宝首饰、豪华轿车、游艇和奢华别墅等。”

Now widely recognized in the international luxury is defined as: " a people's survival and development needs range , unique, rare , exotic features such as consumer goods , also known as non-necessities , mainly including high-end clothing , cosmetics , tobacco, alcohol , jewelry, luxury cars , yachts and luxury villas . " or it can be a luxury broadly defined as: " The ability to give consumers an elegant and sophisticated lifestyle. emphasis on taste and quality, and the main the market for high-end products . "

品牌体验，即目标消费者通过采取观摩、聆听、尝试、试用等方式认知、偏好并购买产品（服务）。品牌体验营销是品牌传播的最新理念，它进一步强化了消费者的核心地位，使顾客满意由购中、购后的认知转变为购前的预知，从而使消费者的购物风险得到了提前释放，切身利益得到了可靠保证。也正因为如此，品牌体验在全球范围内尤其受到奢侈品品牌及其消费者的欢迎。

Brand experience , that target consumers by taking observe , listen , try , try , etc. cognition , preferences and purchase products ( services ) . Brand communication brand experience marketing is the latest concept, which further reinforces the central role of consumers , so that customer satisfaction from the purchase , the purchase after purchase prior knowledge into a predictable , so that the risk of getting a consumer shopping for early release , vital interests has been a reliable guarantee . Precisely because of this , the brand experience worldwide especially by the luxury brand and its consumers.

Today, people 's consumption concept has undergone tremendous changes in consumption goal moving from the traditional focus on the product itself to focus on the feeling of receiving product transfer . People do not focus more on the results of consumer products , but more focus on product consumption process . Consumers are the product efficacy , product quality, positive brand image are seen as enterprises should be given , and they are asking for is touched their needs , the impact of their hearts, to stimulate their brain products. They increasingly want and businesses with new life according to their own awareness and consumer demand de