Study Of Chengdu Urban Residents Consumption Stratification

Consumption stratification research is the important content of consumer economics, aiming at understanding different classes of the population’s consumer content, consumer preferences, spending patterns, as well as their commonalities and differences between different levels. It is providing some support to narrow the class differentiation, optimize the consumption structure, stimulate consumption and expand domestic demand. From an economic sense, the improving of all level sectors and the quality of consumption is not only the purpose of socio-economic development of production, but the driving force of social and economic development. In recent years, Chengdu’s urban resident is increasing evidently. As the third aura of luxury and the fourth city of luxury cars, but there are still a large number of laboring people to run around for their livelihood. Taking into account the consumption of durable goods is an important part of people’s daily lives to a certain extent, it reflect the class differentiation, subdivision dimensions of consumer durables as consumption of stratification of the urban residents of Chengdu to study may be regarded as an important point.In this paper, through studying Chengdu urban consumer stratification, on one hand it takes the household consumer durables as consumption hierarchical segmentation variables, expecting to be able to overcome some of the inadequacies of the Engel coefficient as divided dimension relatively objective points layer results; the other hand, by the comparative analysis of all sectors of consumption situation, trying to find out the current constraints factors of the urban residents’ consumption in Chengdu and expecting to give a reasonably reliable measures to optimize the Chengdu urban consumer stratification, and thus stimulating consumption to expand domestic demand and to rectify the incorrect concept of consumption, and improve the quality of people’s consumption. In addition, through the consumption of urban households in Chengdu layered, it pointed out some problems in the consumption stratification in Chengdu, providing a reference to enterprises explore new areas of production and the development of consumer goods sales policy.The full text is divided into five parts:The first part of the paper explain the research background, purpose and significance, summary statements about Chengdu’s urban residents consumption stratification, and describes the course of the investigation, as well as a brief description of the sample overall.The second part is based on the problem in relation to the current domestic and foreign consumption stratification and analysis of Engel coefficient method. It is taking household consumer durables as consumption hierarchical segmentation variables, and briefly explained its reasons. Firstly, it introduced several influential hierarchical standard. Secondly, noting that it is difficult to obtain total income and measure total expenditures in the Engel coefficient of consumption stratification of internationally accepted. Finally, the analysis shows the reason and rationality of using consumer durables layered, and focuses on the layered approach used in this paper:give different scores to different types of household consumer durables firstly, then according to the number of the household durability, it have come to the total score, make division of the social hierarchy according to their total score finally.The third section analyzes the overall situation of Chengdu urban consumer hierarchical, and takes a detailed description of the cars and housing. In analyzing the overall situation and finding that the consumption of urban residents of Chengdu stratified showing a slightly larger at the bottom, which is not conducive to the sustained and healthy economic development. Comparative analysis shows that all sectors of consumer durable goods situation:higher penetration of color TV sets, mobile phones, washing machines and other durable consumer goods to meet people’s daily lives in Chengdu, Chengdu residents, does not have the significance of the distinction; air conditioning, cameras, microwave ovens, sterilization container and other better distinguish between the significance. In short, the farther from the basic living, the higher of the degree of luxury, the more able to reflect the distinction between classes. Chengdu city residents all sectors of automobile consumption status quo analysis, is mainly from the automotive consumer preferences, car purchase causes and automotive buying patterns in three aspects. Analysis showed that the more upper class, the more we focus on the brand of the car, the more concentrated daily life easier, and the pursuit of fashion. Relative to the lower-middle class economic capacity limit had to choose the loan to buy a car, the top choice of the residents are more flexible. Analysis of the Chengdu city residents of all sectors of the housing situation is useful housing conditions, the potential for housing consumption and housing consumption preferences. Studies have shown that three or more housing is mostly concentrated in the middle above. By contrast, the lower residents almost exclusively with a housing, and a considerable portion of the rent house. Future potential buyers of the studies have shown that homeowners will still increase the real estate, no room for the most part have to continue not the fate of the real estate. Consumer preferences are also shows that there is a considerable gap between the various strata. In summary, consumer durables, automobile consumption, housing consumption, all sectors showed a more serious class differentiation.The fourth part is the focus of this article, a detailed analysis of the problems and their causes of Chengdu urban residents consumption stratification. First of all, it pointed out the serious Chengdu urban residents consumption stratification of class differentiation, class of middle-income consumer repressed and upscale consumer force to flee. Secondly, stratification in mainly correlation between the income gap and level of education, this is mainly because the level of education is a very important affecting reason of the income; middle-income consumer to suppress most of the traditional concept of cause, including Chengdu, a good savings proud, like comfort; spending power to flee is due to poor consumer environment in Chengdu, luxury expensive, fraud and shopping guide is not very professional, and treating customers differently.The fifth part is Chengdu’s urban consumer layered suggestion. Chengdu can rely on their own advantages in resources and leisure culture to enhance the modern service industry, shaping Chengdu unique consumer cultural brand, develop new areas of consumer to restore some fled the spending power, and ultimately achieve the goal of rapid growth in consumption. For low-income groups to improve their purchasing power, it should speed up economic restructuring, increase the modern service industry in Chengdu and retrain employment to enhance their competitiveness and income levels. For middle-income class, according to the Chengdu strong casual atmosphere and rich tourism resources, open up new consumer areas, cultivate new consumption hot spots in order to boost the consumption of middle-income groups and improve their quality of life; according to the characteristics of the good face of the Chengdu people to advocate their scientific, rational consumption, upgrade of consumption structure and consumption levels. Fled the phenomenon of upscale spending power, based on the2003, as the center of the traditional business district of Chengdu, the three large-scale commercial real estate projects continue to emerge, the business district of Chengdu, to show to the second ring outside the expansion of the trend, but new shopping district mostly distributed in the west and south of Chengdu, the eastern part of the lack of large-scale shopping malls, the northern Although the lotus pond, and Wu Kuaishi district, but lower level than the present situation of some of the measures to optimize the consumption environment, to restore to flee spending power.This paper attempts to innovate in the following two aspects. First, the research perspective, Current literature for Chengdu urban consumer Stratification research of other cities in the consumption stratification literature mostly from a sociological point of view, from an economic point of consumption stratified rarely, as the point of Chengdu urban consumer stratification. The other hand, the hierarchical index of innovation. Chunling selected a hierarchical index on the basis of their durable goods basket adjustment of the times, and not only take into account when assigning ownership, but value factors into it, with a view to more hierarchical results.There are a lot of errors and omissions. Firstly, data collection is the questionnaire, it can not help that there are inconsistent with the actual situation of the gap due to sample selection bias, the limitations of time and effort, the sample size is relatively small, which may lead to conclusions and suggestions inadequate. Second, since the early to consider, and did not collect the data of the comparison cities, the late and limited search capabilities, not found the city’s consumer hierarchical data which is similar level of economic development. so there is no comparative analysis, which also makes the conclusion of this article a bit biased. For these shortcomings, I will be constantly improved and refined in future studies.