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Editorial

机译：社论

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Welcome to 2015 from the Qualitative Market Research: An International Journal Team! I begin this issue by exploring how consumers in differing contexts understand the market they exist within and the products they consume. As the world becomes a smaller place with diaspora populations, marketers developing global brands and the rise of the anti-consumption movement are topics that are increasingly becoming important issues. The first three papers in this issue go some way in helping us understand these issues. In the first paper by Chen and Lambreti entitled "Entering the dragon's nest: exploring Chinese upper-class consumers' perception of luxury", the authors encourage us to explore what constitutes a luxury product in the Chinese market? As the authors rightfully stress, China's continued demand for Western luxury goods requires a greater understanding of what China's upper and middle classes are seeking. In answering this question, the authors provide a number of interesting insights that will be of value to both marketing academics and practioners.
机译：欢迎来到2015年定性市场研究：国际期刊团队！我首先探讨不同背景下的消费者如何理解他们所处的市场和所消费的产品。随着世界上散居人口的世界变得越来越小，开发全球品牌的营销人员和反消费运动的兴起越来越成为重要的话题。本期的前三篇论文在某种程度上有助于我们理解这些问题。在Chen和Lambreti的第一篇题为“进入燕窝：探索中国上层消费者对奢侈品的感知”的论文中，作者鼓励我们探索在中国市场上什么构成奢侈品？正如作者正确地强调的那样，中国对西方奢侈品的持续需求要求对中国上层和中产阶级的追求有更多的了解。在回答这个问题时，作者提供了许多有趣的见解，对市场营销学者和从业者都具有价值。

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