The Research Of Public Management Guiding On Luxury Consuming Behaviors In China

China, with the high-speed economic growth and social prosperity, has drawn the attention of the whole world since the beginning of the21st century. With economic growth, the living standard of the nationals has greatly improved, and also the constitution of consumer groups has undergone the tremendous changes in which the existence of the top rich people in China attracting the attention of the fashion luxury industry. Nowadays, the European consumers intend to spend money on commodities more rational and practical after the’anti-luxury ideological trend’movement and economic crisis,that means the luxury industry are losing their’traditional market’in Europe, they have to turn their commercial strategy to the vast and mysterious western market.Surprisingly, both the Chinese government encouraging the consuming and the welcoming attitude of Chinese people make they feel excited about the development here in future. According to the Report of Luxury Industry Development in2012, China has become the second largest consumer of luxury goods in the entire world, after US.However, the luxury consuming boom in China comes very early. In view of China still a developing country with large gap between the rich and poor and the poor quality of Chinese people, and the luxury consuming in China are very primitive. Because of ignoring the recognition of culture heritage and historical value of luxury, the consumers’behavior are not enough mature, more is blind, sporting,’show-off’ gift and waste type consumption, some are more younger, some are even on debt for luxury.’Official luxury gift’ and the luxury consuming of government have a huge influence on the national consuming behaviors. Indeed, the proper luxury consuming is a good way to expand the domestic demand and drive the economic development, however, excessive and’show-off’ consuming cause tremendous negative impact on the both Chinese social and economic development and social stability. The essay discusses several issues based on the social issues above. In the first part,it put forwards the content and creative points, relevant researches of this essay. In the second part,it summarize the conception of luxury consuming, also make a detailed explanation on the cause of Chinese consuming market shaping, and make a concluding that both the spreading of luxury industry brand and the Chinese cultural feature, the public environments are the reasons of the luxury consuming boom.In the third part, the constitution of consumers and the negative effects are the main points of discussion.and also point out the discordant between them, the huge influence after that.Nowadays, with the superficial prosperity and Internal fragile. In china, there are large differences amongst the income of residents, owning to the extreme unbalance development in regions, industries and education, especially, there are some people who become rich in such a short time due to the ’ugly income’and black income’in their career, which make the justice and social fair questioned, and also exacerbate the gap between the rich and the poor. Some are just eligible for living, while others are struggling for living, this kind of luxury consuming are exacerbating the negative effect on it. In China, expect that, the imperfect social Security system; unsynchronized spiritual and cultural construction; lacking of the charitable culture and philosophy, all of this shape the Chinese rich people without the social responsibilities, and expand the psychological gap with the poor. This Contradiction even updated every day. From this angle of the specialty of national situation and culture, the luxury consuming brings the unit social negative effects, and also the environmental problems like Environmental pollution, excessive waste and so on.In order to solve the social problems above, the article focus on describing the consuming situation of France and the contrast between the China and the western world and found that the policy environment are also the main ways to improve the consuming behaviors in Europe. The complete and refined tax system; the popularity of the charity culture; high-attention of governments on the education and the culture; the comparative complete social security and law system constitutes the policy environments in Europe which not only narrow the gap between the rich and the poor, but also weaken the conflict between the rich and the ordinary people. Most of European are relatively high quality, and there is a strong sense of personal values in young people, they prefer like the saving ideology rather than luxury culture, so do the governments,which,effect the society in a positive way,at the same time,this kind of policy environments do not hinder the developments of luxury and the improvements of residents’ tastes,which really need us to learn a lot.This essay puts forward to the relevant suggestions in public management based on the analysis above in the fifth part:firstly, it is necessary to undertake a Targeted and refined consumption tax reform and build the construction of the charitable organizations and advocacy charity culture, which will be great helpful to narrow the gap between the poor and the rich.Secondly, the Chinese government should be a model of saving consuming and invest more on education and culture structures,building civil society, and pay more attention to improve the social responsibility of residents and cultural appreciation, make their people concern more about the combination of social values and personal values. Thirdly, perfecting the social security system is also very important, especially on the Coventry and the enforcement, to relive the social orders. Moreover, it is worth mentioning that the law structures has closely connection with the proposals above., that means the contractures of law system and Spiritual Civilization must keep catch up with the economic development.Luxury is the inevitable product of the social and economic development, it plays an immeasurable role in boosting the economic development of the society, also generate huge negative social influence. The author puts forward these advices, with hope of the Chinese consuming behaviors becoming more mature in a national, healthy way, and also playing the positive strength in economic developments, under the influence of these improvable and new policy environments in China.