The Iuxury Consumption And The Identity Consumption Of Middle Class

With the policy of reform and opening up putting into effect, our country" s economy has entered a rapid development times, creating a miracle and enhancing the national power, followed by increased purchasing power. China has been one of the important luxury consumption markets in the world. The foreign luxury brands get the opportunity to dominate the Chinese market. Finally the luxury knocked on the door of china. The middle-class consumers most worthy of study in china’s luxury consumers. They are an active class. They have strong consuming desire with high incomes, a good education and higher degree. They pursue fashion and personality with unique style. Also Chinese middle class has presented a younger trend and the quantity has been growing all long. So in the next few years, they will be the Chinese main consumers of luxury goods.Chinese society has been in a transition period of development. Under this specific historical background, the social stratification system presents some new characteristics, which has been influenced by both the institution of state and the current social economic form. Chinese middle class is a group of heterogeneity characteristics obviously in the transitional period. Therefore, for this group, we can’t simply delimit it by the income, occupation, age and education. The luxury can define the identity of the middle class avoiding a single paradigm in the research process. The analysis showed that the luxury has strong identity and social identity, which can define the identity of the middle class. Consumption is a kind of speech on the way society for self expression. More and more consumers pay more attention to the uniqueness of goods than the demand for media. Because of this, the symbolic of consumers continues to increase. Our own identity can be reflected and social identity can be got by consumption. It is appropriate to construct the identity the middle class by consumption. The luxury consumption can be summarized the identity of this group by "segmentation" and protects the boundary of the group. The middle class possesses the function of maintaining social stability. The middle class group also continues to grow. Their values, ideology, consuming psychology, cognitive status can be reflected by consuming activities, which also plays a guiding and exemplary role for mass consumption. So the research of the middle class of the luxury consumption has very strong theory and practical significance. It is reasonable to define the identity of the middle class by the luxury.