A Study On The Transformation Of The Consumption Behavior Of Female Workers In Cities And Its Predicament

Since the end of last century, our country had entered the period of social transformation. In this era of dramatic changes in the macro background, microscopic level will inevitably occur great changes in social life, the daily life of people, ideas, and so on will change. From the manners to the code of conduct, value orientation, the influence of social change is everywhere. Social change through its special way to every corner of society, the impact and this kind of dramatic impact brings a series of problems. According to the state council and the CPC central committee issued "national new urbanization planning(2014-2020), showed that in the next few years there will be hundreds of millions of rural residents move to cities, is expected to permanent population urbanization rate will reach 60% in 2020. So in social change in city life of rural residents in the study of this group is a research value. Economy in the vast rural migrant workers, women migrant workers became independent, it brings not only make women to become a huge consumption of resources, more important is that she dominated the daily consumption of the huge Numbers of families, their consumption idea are very representative. So the consumption idea of women migrant workers to study the shape of its, urban adaptation for migrant workers, to solve the problem of the city, for the implementation of China’s urbanization, modernization has important practical significance.This article first through the survey of nanjing S factory, find that the consumption of the new generation female migrant workers from rural to urban the change of external environment, and social change in cities, their consumption behavior also some changes in: consumer place from rural to urban, next to the small night market from the factory to the changes in the shopping mall; Consumption patterns from the original to the store to buy to rely on online shopping; Increasing brand consumption; Consumption of awareness of subjectivity; High-tech products-mobile phone consumption increasing, etc. These changes.The author through the transformation and shaping of the consumption behavior of the investigation and study of women migrant workers found consumer that they are facing the dilemma: disconnect their desire for consumption and the real capacity to pay; consumer oriented brand, conspicuous consumption and irrational consumption; the relationship between people is weakened. These are the plight of female migrant workers in the consumer.But the consumption of women migrant workers itself is unable to solve difficulties, these difficulties has its deep social reasons, the system is the fundamental reason, urban and rural dual system affects the consumption idea of female migrant workers. External environment for the mass media and businesses also affects the formation of female peasant workers’ consumption idea, they held by itself and the city people the psychological distance between is also affecting the shape of the consumption idea.To solve these difficulties requires not only external urban social identity, acceptance, such as the government actively reforming the household registration system, elimination of migrant workers and urban residents in a difference in social welfare, also need itself to the urban migrant workers expect strong identity. In this way can we gradually from the source to solve difficulties facing women migrant workers on the consumption, promote the new generation of migrant workers in a more positive and healthy mentality identity and urban culture into the city.