本文针对国内奢侈品消费的发展趋向，梳理了奢侈消费嬗变的历史轨迹，缕析了当今我国奢侈品供给与需求的发展路径与成因。我国奢侈品消费市场的形成与发展，主要是因为经济的发展水平已接近发达国家水平，国民具有了一定的购买力，形成了购买奢侈品的消费群体，而越来越多的世界知名奢侈品品牌进入中国市场也是成因之一。 此外，本文阐述、论证了奢侈品品牌信任度的具体内涵，以及在奢侈品营销中的地位与作用。笔者认为，对于企业来说，要想建立消费者与品牌之间长期稳定的关系，就必须着力锻造品牌信任度，促使消费者形成对该品牌的忠诚，从而达到企业盈利的目的。 与此同时，本文认真采择、吸纳了国内外学人的研究成果，以此为理论指导，依托具体、翔实数据的支撑，对构建适合奢侈品的品牌信任度模式进行了粗浅却有益的探索，以期为奢侈品品牌在我国的营销与研究提供某种借鉴与路径。

This essay inclining to the development that the consumes of local luxury goods summarizes the changed history track of extravagance consumption, and analyses present luxury goods supplying and demanding evaluative path and reason in our country. The reason for the formation of our country’s luxury consumes marketing mainly is economy of the development level of our country’s economy has already neared that of developed countries’. The citizens have certain purchasing power, and have formed consumption communities of luxury goods, and more and more well-known luxury goods brands in world getting into the Chinese market is also a reason. In addition, this essay elaborates and argues the concrete content of the luxury goods brand trust, and the position and the function in the luxury goods marketing. The writer thinks that to the business enterprise, if one wants to build up a long-term stable relationship between the consumers and the brands, he has to put effort on the brand trust forging, and urges the consumer form loyalty to the brands, so attains the purpose of enterprise gaining. At the same time, the writer seriously selects and absorbs the research results of domestic and international ex-wise scholars. Taking this as theoretical guide and relying on concretely and thoroughly data, the writer carries on a superficial but beneficial quest through to design the appropriate mode of the brand trust of the luxury. So it can provide a certain from and path to the marketing and research of the luxury goods brand in our country.