The Positive Research Of China's Urban Women's Consumerism Inclination, And Taking Beijing As An Example

Our country started to practice open policy at the end of the seventiesof the 20th century, was marking the initiative participation of theglobalization process of our country. Though the main purpose of ourcountry 's opening to the outside world lies in introducing the fund andtechnology, in order to solve the difficulty in economic construction.But during the process of participating in economic globalization,western consumerism culture is introduced to our country gradually, andhave a very great impact on consumers of our country. Under the influenceof consumerism culture, urban women as the mainstay of consumption,demonstrate more obvious consumerism inclination. This text provedthat urban female consumers have more obvious consumerism inclinationthan male consumers through the experience studying, and emphaticallyanalysed all kinds of factors which caused the phenomenon. These mainfactors include economic factor, culture factor, status factor andpsychological factor, these factors act on urban women consumers together,make them influenced more extensively and deeply by the consumerismculture. The first part of this text reviewed the relevant theoretical research andtheories about consumerism. The western scholar's research aboutconsumerism started in the sixties of the 20th century. The research onconsumerism culture was roughly launched along four directions: First,the research to how consumerism rose. Second, the study on essentialcharacteristic of consumerism. The essential characteristic ofconsumerism is emphasis of " value of the symbol " , The way that the goodsobtain the symbol value is the meaning shifts, and advertisement andfashion system are the main means of the meaning shifts. Third, the processof consumerism spreading to the whole world is studied.It is an importantcontent of the globalization, play the function of supporting or evenguide on the economic globalization. Fourth, the study on influence ofconsumerism. Different understanding the consumerism influence formedliberalism route and criticize route these two research route. In ourcountry the study on consumerism started late, the centre question thatprobed into was whether our country appeared consumerism culture. Manyscholars have made the definite answer to this question through the wayof the experience research. But no matter western consumerism researchor the relevant research of our country, lacked the due attention to womenconsumers as the mainstay of consuming. The second part of this text has introduced the research object andresearch approach of this text. According to the route of the consumerismspreading that is from the city to the countryside, this thesis selectedurban women consumers as the research object. And the Beijing's level ofeconomic development and opening to the outside world are at the top inour country, so this text confirms the investigating place in Beijing.This text takes questionnaire investigation as the main research approach,complement with the interview and document. The third part is the experience research of women consumer'sconsumerism inclination. I have distinguished the two concepts ofconsumerism and consumerism inclination at first, and incline to carryon the operation of the concept of consumerism inclination according tothe behavior of consumerism inclination in daily life. Through theinvestigation and data analysis , I found that urban women have moreobvious consumerism inclination than man, shown in the following severalaspects mainly: urban women are influenced more extensively and deeplyby advertisement in the consumption activity, pay more attention to thesymbol value of the goods , and have a more obvious partiality for shoppingplace and goods producing area . The fourth part emphatically analysed the factors influencing urbanwomen's consumerism inclination, including economic factor, culturefactor, status factor and psychological factor. The economic factorincludes macroscopic aspect and microcosmic aspect. The macroscopicaleconomic factor mainly refers to economic development lev...