Researching On The Change Of Chinese Consumer Behaviors Since The Chinese Economic Reform

With the rapid growth of China’s economy, the consumer as an economicactivity in an important part of economic growth are increasingly important role toplay. Consumption is an important part of the assessment of the national economy,enhance consumers basically demand in is the main driver of the whole economicgrowth. Reform and opening up, China’s economy is probably in the developmentstage about the shortage of supplies, inadequate supply of consumer type aregenerally speaking. Reform and opening up later, with the rapid development ofChina’s economy, people’s living standards are improving, the main economicsystems clearly from the traditional planned economy to a main socialist marketeconomy type transformation begins with the extensive economic growth mode tointensive changes in the national economy support its development into three parts:the next investment, consumption and foreign trade gradually pulling smoothly andorderly development, but since the mid-1980s, living insufficient effectivedemand, the market under the planned economy is no good for the residents. Aftercreating consumer demand, lack of consumer demand and thus began a majorproblem restricting China’s economic health. During late nineties China formallyproposed to expand domestic demand and promote national consumption strategies.The state has taken several years of expansionary fiscal policy and prudent monetarypolicy actives, then these policies to enhance the economy has played a role to someextent, but the effect is not ideal, low-income, severely underfunded, with no highpropensity to consume, resulting in continued consumption rate declinesuperposition of these issues become an important factor in the steady growth of China’s economy at that time. Article explains, the key is to study economicphenomena studied bird hidden behind the invisible hand of economic phenomena.consumption is an act of personal or organizational activities, is not only a personalact, but also a social behavior, from the consumer consciousness, the existence of arational consumer behavior, bounded rationality and irrationality distinction; fromintrinsically linked with the national economy in terms of consumption, consumerbehavior have a real impact on the economy, the economy improved, the economicstructure and the economic and other aspects of quality of life will be so, in order tostudy Chinese consumer issues, you should first explore the Chinese consumerbehavior.This paper argues that since China embarked on the road of socialism since thereform and opening up can be said that China is a huge and profound changes, sinceChina from the whole planned economy into the whole country socialist marketseconomic system, in such a huge system change and economic restructuring, Chinawill inevitably follow consumer behavior changed dramatically.Changes will affect China-based market system and even about changes inChinese consumer behavior factual basis, since the paper reviews the reform andopening up China’s consumer behavior changes course and signs describing thechanges in China since the reform and opening up in consumer behavior, and basedon system, the structure of Chinese residents to establish consumer behavior changetheory structural framework by factual analysis and empirical analysis, to berealistic examples, discusses the changes in consumer behavior of decision-makingsmechanism, the basic dynamic mechanism and the main selection mechanisms.This paper is divided into five chapters:(l) Chapter one: Introductions to the background papers for the description,purpose and meaning, as well as the research. (2) Chapter two: Summary of Chinese consumer behavior and changes ofsituation described structural features built in China since reform and opening upcause changes in consumer behavior and special conditions that affect consumerbehavior change elements of the single-factor shift to multi-factor; the magnitude ofchange from slow speed to fast shallow depth.(3) Chapter three: The method by applying institutional analysis of Chineseconsumer behavior changes from the system to interpret that, despite culturalchanges can lead to changes in consumer attitudes, in addition to the residents owntheir own changes in consumer demand and other factors, but the system is triggeredby a series of institutional changes in consumer behavior prompted China decisivechange fundamental reasons.(4) Chapter four: The main use of the system, the theoretical structure of theChinese consumer behavior changes mechanism for system analysis, in theframework of the status of consumer behavior analysis, forecasting changes inconsumer behavior trends, these trends reflect the four distinct characteristics thatenhance the quality of life of consumer attitudes shift, calm mature consumermentality, consumer content tends to personal taste, consumption pursue fast andsimple.(5) Chapter five: induction full text of the conclusions and opinions, and arebased on several characteristics and stage of China’s macroeconomic situation andconsumer behavior, from consumption to enhance the quality, changes inconsumption concept inherent to establish trust relationship between consumers andthe government, formulation of recommendations advocate new consumptionpatterns of these four areas.The main innovations of this paper are:(1) Paper to the system, structure, building a psychological point of Chineseconsumer behavior change theory framework.. (2) Describes the situation of Chinese consumer behavior changes, factors thatchange by a single factor to many factors change; magnitude of change from slowspeed to fast shallow depth; Changes strong driving force has been weakened.Major inadequacies are:1. Changing in consumer behavior for the time difference study showedrelatively small, especially the lack of comparative research on consumer behaviorand foreign policy-making.2. Study some aspects still seem relatively broad, lacks depth and detailedanalysis of specific issues.