The Study On Stages Of Family Life Cycle Characteristics Of Urban Residents In China

The study of consumer behavior is the base all-long that the government constitutes macroscopical policies and the company sets down microcosmic strategies. West got into the field early and the study had been attached importance since 1950's. But our country is still in the stage of attempt and start. As the main part of consumer behavior study, family consumption behavior is getting closer with the market with the development of the economy. Family life cycle theory this article discusses is one of important factors that influence the family consumption behavior. Through the partition with the stages of family and the analysis of the characters in different stages, it can help corporation work out effective strategy aiming at the characters of subdivision market.At present, overseas studies in this field are comparatively mature. Scholars have made systemic and further researches on various stages of family life cycle and built up involved theory frames, such as Murphy-Staples and Wells-Gubar all had separative division on family life cycle, Lansing and Kish attempted to bring the theory of family life cycle to use in customer behavior study, Wells and Gubar ever discussed the relation between amusement and family life cycle and so on. Domestic studies mostly stayed in the layer of qualitative analysis and had poor system, including making a research on the relation between family life cycle and family consumption frame, analyzing the consumption behavior difference in the stages of family life cycle. With making use of existing results and methods, standing in the China town, according to the gained sample results, adopting the quantitative analysis and qualitative analysis, consulting the definition and character of traditional family life cycle, this article divides family life cycle into nine stages: bachelor, newly married, young solitary, full nest Ⅰ ,full nest Ⅱ ,full nest Ⅲ empty Ⅰ ,empty Ⅱ ,solitary survivor. It educes the consumption behavior characters of different stages from the analysises based on consumption idea and consumption behavior. Aiming at the difference, the author grasps the rule of diversification and provides a set of effective measures to help corporation realize the trend of consumption and meet the consumer's demand better.Although the article has definite meaning, it is involved extensive industries, which makes it not enough in study depth. In addition, questionnaire investigation contains subjective factor that would influence the results. All of these will be improved in the future.