The Consumption Characteristics Of Chinese City Middle Class

Through using the materials of questionnaire investigation from the residents of Shenzhen,Shanghai,Beijing,Xi'an and Wuhan, on the base of the relevant theories of sociology and social stratification, the research has carried on the study to the Chinese city middle class's consumption pattern and the consumption idea. It also analyzes and explains the re-stratified factors and the individual characteristic factors that influence the middle class's consumption idea. The paper is divided into five parts. In the first part, it explicates the background of this research, recalls the related research condition and operates the core conception, and explains this investigative way of thinking,purpose and meaning,method. In the second part, it inspects the consumption pattern condition of the city middle class and describes and analyzes the durable consumable condition characteristics,the family daily consumption pattern characteristics and the individual daily consumption pattern characteristics of the city middle class. The main discovery is the "upscale enjoying" consumable capacity of the city middle class greatly surpasses that of the average capacity of the city inhabitants. In the daily consumption pattern it manifests the different characteristics from the low-income social stratum. The expense project disbursement that satisfies the development need has already surpassed the expense disbursement of the most basic physiology need. The leisure consumption has become the important content of the daily expense In the third part, it carries the factor analysis on the consumption idea targets of the city middle class. The author describes and analyzes the consumption idea characteristics of the city middle class from three dimensions of the fashion individuality expense idea,the status value expense idea and the run-ahead consumption idea and thinks that China's city middle class already has certainly but not the universal fashion individuality consumption tendency,the status value expense tendency and the run-ahead consumption tendency. The consumption idea is situated between the continual series from the perceptual consumption to the rationality consumption and in the overall place it tends to the perceptual consumption. In the forth part, the author utilizes the return model to analyze the influence of the re-stratified factors and the individual characteristic variables of the city middle class on its fashion individuality consumption idea,the status value consumption idea,the run-ahead consumption idea and the overall consumption idea. The main discovery is the re-stratified variables and the individual characteristic variables have the quite strong explanation strength to the difference of the consumption idea. In the fifth part, the author draws the main conclusion of this paper and gives a theoretical explain to the re-stratified factors and the individual characteristic variables and points out the value and shortage of this paper.