Luxury Consumption Of Urban Middle Classes

The development of economic made an abundance society, consumption is no longer to get the value of goods, but also the process of meeting the value of behavior and symbolic; During reform and opening, social systems that encourage individuals to pursue the material interests, take place of labor motivation stimulus strategy; Globalization and the information society accelerate the secularization of consumer attitudes, turn modern people into self-interest and pragmatism believer. Economic, social conditions, cultural backgrounds together to promote the rise of consumerism in Chinese cities, urban luxury goods consumption is a by-product of consumerism. In consumer society, consumption is no longer a luxury of the privileged few patents, but a mass consumption, affecting urban lifestyle, culture, ideology, and socio-economic development. This paper aims to produce conditions of consumerism, status and luxury features, analysis of urban luxury and action strategies of psychological mechanisms, noting that the impact of luxury consumption and consequences, at the end of the paper proposed to respond to strategy of urban residents luxury goods consumption.In this paper, the main consumers of luxury goods group-for the study of Middle Classes, from the consumer perspective of the theory of consumer behavior and urban luxury status, highlighting consumerism demonstrated conspicuous, symbolic, identity, status differentiation luxury features such as the impact on residents, broaden the consumption of luxury goods for the analysis of theoretical perspectives have some significance. Perspective of consumer society, the impact of consumerism luxury consumption of urban residents, while urban middle classes can help to reveal the current luxury consumer behavior, consumer policy and for countries to develop product marketing companies have some reference value;The other hand, can be further understand the characteristics of urban luxury, performance, motivation, and tap the link with the values of consumerism, to actively guide so that the consumption of luxury goods in favor of China's economic development, social progress, to truly improve the quality of life direction.There are six chapters in this paper. Chapter 1 Introduction section, describes the origin of the article topics and significance of research, concept definition and literature review, research framework and research methods, innovation and difficulties; Chapter 2,analize the background of consumerism rising in Chinese urban base on the economic, social, and cultural;Chapter 3 describes China's luxury consumption from infancy, through the initial stage to the stage of development of the market trajectory, analyze luxury status and characteristics in china; Chapter 4, by Shanghai, Hangzhou, Wenzhou, three interviews with city residents empirical analysis of China's urban residents in the main body of the typical luxury consumer psychological mechanisms, and finally reveals the luxury consumption of urban residents action strategies; ChapterⅤdescribes the urban luxury consumer outcomes, including luxury consumer impact on economic development, social effects of consumption of luxury goods, luxury consumer attitudes and consumer culture; chapterⅤurban luxury coping strategies, including the role of luxury consumption of the economic role in promoting; regulating income distribution to optimize the consumption structure, and promote social equity; create a favorable social development of consumer culture so that the luxury consumer in favor of the direction of China's social progress.