Research On The Characteristic Consumption In Market Economy

The changing of the market economy has changed the supply and demand condition of the market. Along with the transformation of the seller's market to the buyer's market, the basic pattern of the economic growth has transferred from the supplies restraint to the demand restraint, the main power of the economic growth has transferred from the supplies impetus to the expense drawing. The inhabitants'living standard enhances day after day, the commodities'supply is sufficient, the new products emerge one after another incessantly. Most of the inhabitant's daily consumption transits from the survival consumption to the enjoying consumption, and expands from the essential items to the non-essential items consumption. The consumers pay more and more attention to the quality and the brand of the products. Therefore, only the unique style products, and the services which can draw close to the people are able to attract the consumers'attention, only the products out of the ordinary ones that can cause the consumers'desire to purchase and use, the characteristic consumption has become an important development trend in the modern consumption market.This paper is divided into five parts to elaborate, to analyze, to expound and forecast the basic connotation and the development trend of the characteristic consumption. It analyzes the consumption environment and the consumers'own demands generally, expounds the rationale and the influence factors of the characteristic consumption, and proposes the relative measures.The paper makes a systematical analysis of the basic conception of the characteristic consumption, the reason which the characteristic consumption forms, the development of the characteristic consumption, the evolution courses and the modern type of the characteristic consumption, etc. I think the social stability, the economy which grows with steady steps, the inhabitants live wealthily and the market commodities are abundant, all of the above factors are the external environments which the characteristic consumption forms, but the consumers may choose the consumables which can reflect one's unique personality, elegance and favors in the multitudinous commodities, that is the direct propelling force which the characteristic consumption appears. The appearance of characteristic consumption has the vital significance to our social culture, politics and economy. From the aspects of cultural and physical production's richness and variety, political democratization and legalization, cultural pluralism and popularization, etc., this paper analyzes and studies the social bases on which the characteristic consumption forms.The paper analyzes the multi-dimensional factors which influence the characteristic consumption, and proposes that the characteristic consumption is influenced mainly by the consumption environment and consumer themselves. The consumption environmental factors include social culture, social systems and media guidance, etc.; the consumers themselves include the age, the occupation, the belief, the elegance, the sexual distinction, the favor, the psychology and so on. The former is that the adman, the advertisement media grasps the consumers'unique demands to promote the advertisement to guide the consumption better; The latter expounds that the characteristic consumption increases the market uncertainty, thus provides the theory basis and the reality reference for the businesses to subdivide the markets. Through analyzing the cases of the M-ZONE and the SEPTWOLVES, this paper elaborates the values embodiment of the characteristic consumption, and I think that the characteristic consumption in the market economy has an important value at the social, cultural and the economy layers, and we must take relative and effective measures to fit for the change of need.The paper finally elaborates the development trend of the characteristic consumption under the market economy. The market is evolving from the seller's monopoly to the buyer's monopoly; the marketing time leaded by the consumers is already around the corner. In the buyer's market, the consumers are facing the complex commodities and the brand choices, this change makes the contemporary consumers'personalized tendencies more obvious when they purchase the commodities,"formulating life"becomes a possibility, along with the fast development of the Chinese economy and the maturity of the consumers'consumption psychology, the personalized consumption will be the consumption mainstream in the future.