Transition Period Of China's Middle Class Consumer Behavior Research

In the present transitional period of China, the multi-interests patterns, the division of society and consuming trend are becoming obvious. The growth of the middle class is the important strength in the economic development in Chinese society in this period. Their special economic and social status has already been almost the same with that of the developed countries. Meanwhile, the middle class, as an important group among the consumers, their consumption behavior plays a positive role not only to their individuals and families, but also to the economic and social development of our country in the transitional period. Chinese middle class consumers' psychology, consumption types, areas, structures, characteristics, self-concept and values are all research topics of great significance. From researchers' vision, the paper tries to apply the multi-disciplinary such as economics, consumer's behavioristics, consumption psychology, consumption sociology and also apply the consumption theory as the breakthrough point to carry on an overall and deep theoretical and practical research, thus to probe the positive role and realistic importance of the emergence and growth of Chinese middle class for the expansion of domestic demand and promotion of sustainable economic development in our country, so as to advance a development harmonious society.The paper makes great efforts to make sure that documents study and positive research are combined, quantitative study and nature research are combined, so as to ensure the authenticity of the research materials fundamentally, the preciseness of research approach technically, and then the conclusion and the practical significance are guaranteed. The paper starts from the introduction of the genesis and the importance of this research, analyzes the documents on middle class consumers' behavior and the experts comments from both home and abroad. In this way the concerning areas of middle class consumers' behavior is drawn out. At the same time, the paper studies the core concepts, basic theories and research background. It comprehensively introduces the procedure of social transition, class development and the change of residents'consumer behavior in China. So a solid foundation is laid for the afterwards research. Then, the main consumer psychology, consumption types and areas of the middle class are studied, the structure and special features of the middle class consumption are analyzed, especially in the China's transitional period, the complete characteristics of which are summarized respectively in terms of consumption psychology, consumption types, consumption areas and the consumption structure. Based on this, a relevant theory of middle class consumers' behavior is applied to probe and analyze the reasons and the special characteristics in depth. The research is carried out from the vision of self-concept on the middle class consumption value, practical logic of consumption actualization in three areas, namely practical analyses of consumers' behavior relations, logic of consumption division and society mechanism. Finally, the paper attempts to link the conclusion with the realistic social problems, and hopes to offer guidance and suggestion to the policy making for the middle class' consumption under the broad view of building harmonious society in the transitional period in China.The main contribution of the study in the paper lies in three aspects:Firstly, the paper clarifies the logic of inter-dynamic on social transition and stratum's consumption. It especially, points out that adoption of relevant sociology theories to analyze the stratum's consumption phenomenon is of great value in explanation strength and realistic pertinence; secondly, the paper points out for the first time that the practical logic of middle class consumption actualization is closely relevant to their consumer behavior; thirdly, the paper explains deeply the connection of middle class consumption with the harmonious society development; and then, several policy based recommendations are proposed on promotion of the Chinese middle class' consumption.