| The process of the China's market-economy and modernizing started and develops under a complex social background, in this process, people have increasingly thrown off the personality Of dependence. Objectively they have got more and more autonomous space and more and more possibility to choose. The consumerism ideology of global resonance, at the same time also perceptual directly show in the consumer field of our country, people build their unique 1ife morals with carry out self location in social structural adjustment, express self-wish a kind of means, a1so is consumer campaign have at the same time reflected the present age social people mould for own value location and value and value. Therefore, researches of the city trend of resident Symbo1 consuming is very important, for 1eading scientific consumer behavior, mounding consumer theme reasonably, then raising the 1ife quality of person, and finally teaching the development of person eventually．This paper spreads Out just following such way of thinking, seeking the reasonable lead of symbo1consuming．Part I: Symbo1 consuming:the cultural meaning of consuming． People express own subjective wishes through own consumer behavior, make consuming have symbo1, rely on meaningful product (the symbol of consuming)consuming(the consuming of symbo1) show own life attitude and social position．Consuming exchange system, as a kind of symbo1,a1so do not be customer's personal subjective decision, is decided co11ectively.The system of consumer goods connect with the symbo1 between the system of social position is establish socially, offset cost the symbo1 consumer behavior of individual take guidance and standard role．Customer for the consuming of merchandise, is not only the process of physical consuming, is a1so for the culture of rnerchandise symbol "meaning" carry out the process of consuming, customer according to merchalldise implicit cultural meaning, select suit the merchandise of self needs．Merchandise trademark is "totem" or discrepancy symbo1,form the content Of consuming part, people not only consumer merchandise, also consumer famous-brand merchandise．Merchandise have surmounted its physical property, stand for as certain kind carrier circulate in customer certain kind meaning．This stick out have embodied the cultural expression function of symbol consuming, in understand for symbo1 consumer system for foundation on, so draw forth the object of the key research of this paper. Part II: The trend of city resident symbol consuming.Not colleague have the self-definite value system of difference, market melt process promote people consumer orientations break up, and customer seek self in consumer behavior. (1) " What I buy is what I am ". People in consuming stand for symbol, symbol have embodied them in-group in location. (2) Consuming control by custom. Because of long-term established by usage pour into the symbol meaning of merchandise in customer and consumer audience have been already understood and accepted naturally in socialization process. Same social cultural environment may pass between customers for goods overstep practical luxuriousness and extravagantness consuming show off own strength. (3) People want to indulge own feelings and impulse (as watch soccer or boxing match cry out shout), with reach feelings lead off and release, so for work feelings contain carry out certain kind compensation. at the same time consuming have lead a life of pleasure nature, have been again even thought consumer behavior as repayment and a kind of award of personal effort work is a kind of absolute autonomous, free campaign, it need not get the restriction of any ethics morals, or say its is include morals campaign in the last purpose of all social campaign.Part III: Symbol consumer trend produce source. Symbol consuming is specific times, social culture and the outcome of environment; depend on the change of times and social culture change. Analyses symbol consuming therefore, must lead into the cultural factor of socie...
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