Abstract：
This paper, based on Maslow’s hierarchy of needs theory, discusses how the demand for luxury goods category is generated 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.
2013 
