Study On The Change Of Youth Consumption Values Since Reform And Opening

Since the reform and opening, China has entered a hitherto unknowndevelopment period, in which the young consumers also have a transformation of idea.In the current era to be known as the consumer society, it is very important to analyzeand guide young consumer values scientifically and ensure a healthy development;based on the relationship between market and consumer attitudes, it is extremelyimportant to create a more ideal environment of consumption for young people.This report is set in the reform and open policy, choosing the youngster as theobject of study, picking the young consumption values as the research contents.On thebasis of take full advantage of the relevant research literature and data, with the timestandards, the main features of the young consumer values in three different stages ofdevelopment were extracted. On the basis of comparative analysis, five main factorsof impacting the young consumer values were summarized: economic factors, socialand environmental factors, mass media, Western consumerism and youth groups, theirown factors. At the same time, looking to the future, under the premise of thesystematic explanation of the development trend of youth consumption values, basedon the above factors, five measures were provided for young consumers to establish ahealthy, modern consumer values.