中文摘要：

作为非生活必需品，奢侈品获得市场成功的关键是在原物质利益需求不变的基础上，创造新的品类需求。笔者以马斯洛需要层次理论为基础，分析奢侈品品类需求产生的动力机制、品类创新方向，并以钻石为例，进行品类创新案例研究。结果显示，情感利益在现阶段具有需要缺口大、营销诱因刺激强度系数大的特点，能够产生较大的品类需求，因而选择消费者敏感、迫切的情感利益作为奢侈品的品类，并采取正确的营销策略，是奢侈品品类创新的方向。

英文摘要：

This paper, based on Maslow＇ s hierarchy of needs theory, discusses how the demand lor luxury goods category is generatect by the dynamic mechanism, and analyzes the direction of category innovation by case studies. The results show： the demand quantity of material benefits category determined by the degree of physical needs and the satisfaction degree, in the case of high level of material living standard, it＇ s difficult to improve consumer＇ s demand of material benefits through marketing strategies. There is a large need - gap in people＇ s emotional benefits at present, consumers＇ stimulus sensitivity coefficient of emotional benefits is relatively big, and marketing strategy act a lot to improve consumers＇ demand of emotional benefits, so taking emotional benefits as a luxury category, is the direction of category innovation.