Comparative Analysis Of Urban Family Cultural Consumption In Guanzhong Area

As an important part of our daily life ,Cultural consumption has very important cultural and social significance.For individual customers,cultural consumption means spiritual enjoyment,and for society it means civilization,progress and harmony .However, the current level of cultural consumption of urban households is still low, the potential of cultural consumption is not released; the structure of cultural consumption is not reasonable ,its consumption purposes are mainly entertainment and recreation.It is generally believed that family economic conditions are the main factor of influencing family cultural consumption ,the results of cultural consumption from an economic perspective is also abundant. This paper ignores the factor of family economic conditions and assumes family factors (family members, individual characteristics, family income) are similar ,then this paper discusses whether there are differences of cultural consumption between urban and small urban households .If there are differences, how does this impact factor (the consumption environment factors) affect the influence, this issue is worth studying. This paper focuses on empirical investigation of cultural consumption of Guanzhong area, and inquire into the economic income status of the urban households in recent years, including consumption of family life, consumption idea, consumption structure, the main factors of affecting cultural consumption, urban residents of public participation in cultural activities, cultural activities' contents, facilities, services of evaluation and expectations, and many other aspects. Based on the rational analysis of the status of their cultural consumption, this paper discusses some corresponding problems such as how to guide cultural consumption rightly.This study used qualitative and quantitative research methods. This study mainly used questionnaire method and it also used literature, case interviews as the auxiliary research method. In baoji, xian, xianyang city and surrounding towns for investigation, with Maslow need theory, the social distinction of Bourdieu, Veblen's conspicuous consumption theory as the theoretical basis, through the 168 cities and towns household surveys and questionnaires on some family in-depth interviews, using SPSS16.0 in the data analysis, the results of the study are as follows:In terms of level of cultural consumption, current urban family cultural consumption expenditure in share of family total consumption increased year by year, but from consumption amount perspective, the level of cultural consumption of small towns is insufficient; in terms of the structure of family cultural consumption, urban household consumption lacks of reasonable cultural consumption structure, in small urban family the input of basic cultural consumption and development-oriented cultural consumption is insufficient, hedonic consumption accounted for most of the cultural consumption; in terms of evaluation of cultural consumption, urban households'comprehensive satisfaction of cultural consumption is higher than small urban households.These differences above are mainly caused by environmental difference of cultural consumption between cities and small towns. At present, the state of the cultural consumption environment in small urban areas as follows: the beneficial side of cultural undertakings is undeveloped, the development of cultural industry dose not fully integrate into the market system, unreasonable consumption culture also restricts the development of level of cultural consumption and the optimization of consumption structure.Therefore,we should promote the developmeng of the cultural industry and cultural undertakings, guide people the right idea of cultural consumption, and strengthen the construction of social security system in order to improve the urban culture improving consumption level and optimize cultural consumption structure.