Promote Consumption Pattern Transformation System Research In Our Country

The safety accidents happened on consumer goods continue to show an upward tendency in recent years. From the foods or the medicine and the domestic or the overseas market, our consumption pattern developed in a bad situation. In the long run, producers do not pay attention to the quality but the quantity and the lake of standard and norms, and the imperfect of law, all these factors lead to the accidents. Other words, the economic develop stage of our country have changed greatly, which changed from survive stage to develop stage、from personal goods consume to public goods consume and from material needs to self-develop needs. But there are many factors such as income distribution and social security system influenced the demand and lead to the consumption pattern upgrade lake of strong power. From the two situations above, present consumption pattern can not achieve the consumers’safety and development target of livelihood. From this perspective, there is a deep operation significance to research the path of consumption pattern change.This paper use institutional economics, consumption economics, sociology, management comprehensively, through institutional analysis, documents analysis and game analysis, give some proper advice to the consumption pattern change of our country. The research include the following specific content.First, analyze the characteristic of the consumption pattern of our country, check out the problems:lower consume level which is led by cautious consume, unfair information between producer and consumer led by supply direction, ecological environment destroy led by resource direction and un-proper consumption structure, based on these problems, prove the necessity of consumption pattern change, according our county’s characteristic, give the target of consumption pattern transition. The core of this target is people’s livelihood which include:the market target of quality safety, the consumer target of continuous consumption and policy target of ensure fair.Second, from the market, the consumer and the government, analyze the institution factors which influenced consumption pattern transition. As the market, there including perfect level of market economy and regulatory of consume goods industry. As the consumer, there including traditional consume culture and self-aware of consumer. As the government, there including income distribution system, social security system and consumption credit policy. Through the institution analyses, supply the basis to structure the institution of consumption pattern transition.Third, using Signal transmission theory and the KMRW model, analyze the optimal strategies that producer, consumer, and government should take. When there is a repeat game between producer and consumer, producer must try his best to keep reputation and supply consume goods according consumers’ livelihood requirement, and the consumer can get the signal from the reputation encouragement, make the right consume decision.Last, from market mechanism, consumer concept and government policy make the institution proposal of consumption pattern transition. For the market mechanism, establish reputation encouragement mechanism and the livelihood evaluate standard with CSR, and improve the minimum quality standard. For the consumer concept, initiate green-purchase behavior and strengthen consumers’ self-aware. For the government policy, work out sustainable development industry policy and proper income distribution, improve social security system.Consumption pattern transition relate to consume structure, consume concept, income distribution,social security and so on, this paper choose consumers livelihood to research, take the basis right and interest of consumer as the key of consumption pattern transition, in the same words, we should pay attention to consumers’ right to survival and develop. In this way, this paper have innovation, with the hope to provide some advice for the situation that threaten consumers’ right of survival and develop in current life.