The Research On The Interactional Relationship Between The Evolvement Of Consumer Behavior Of GuangZhou Residents And The Development Of Retailing Formats

The retail trade in GuangZhou has been developing rapidly since 1990s, and since all the new sorts of retail formats have appeared in front of GuangZhou consumers almost in the same time, how to adapt to the different kinds of retail formats becomes a big and common problem of GuangZhou consumers. At the same time, the consumer behavior of GuangZhou has changed a lot with the improvement of consumer level and the change of society, which will virtually influence the development and change of retail formats in GuangZhou.Faced this kind of situation, this article put forward the opinion of there is some kind of interactional relationship between the evolvement of consumer behavior of GuangZhou residents and the development of retailing formats, and this article use the methods of confirming conceptions, inquiring literatures, comparing research and organon to study on the process of the evolvement of consumer behavior of GuangZhou residents and the development of retailing formats and the interactional mechanism of them. Firstly, this article clears up the changes of consumer behavior of GuangZhou residents and the development of retailing formats between 1980 and 2006, then analyses the exterior and interior causes of the changes of them. Secondly, this article clears up and redefines some relative conceptions, from which it abstracts several pivotal elements of the interactional relationship between the evolvement of consumer behavior of GuangZhou residents and the development of retailing formats, and thus concludes a model of interactional relationship, as well as brings forward the hypothesis of there is some kind of interactional relationship between the evolvement of consumer behavior of GuangZhou residents and the development of retailing formats. Finally, this article validates three subdivisible hypothesizes, from which the hypothesis of this study has been proved true. It can be described as follows: there is some kind of interactional relationship between the evolvement of consumer behavior of GuangZhou residents and the development of retailing formats, and this interactional relationship takes action through three ways, they are: the structure of consumption can influence the development of retail formats; consumer behavior can change the elements of retail formats and retail formats can change consumption mentality, lifestyle and consumer behavior of GuangZhou consumers.