Influence Of Social Identity Of The New Generation Of Employees Conspicuous Consumption Behavior

According to a report released by luxury goods consulting firm Fortune Character, in 2015 the global luxury goods revenues, Chinese consumers occupy half the proportion. According to Fortune Character’s research data, Chinese consumers spent in the amount of such goods, It amounted to $ 116.8 billion, accounting for 46% of global luxury consumption.Despite our government’s anti-corruption action on demand for luxury goods have a certain degree of inhibition, with the economic develop rapidly, with people’s income increasing,our people’s consumption also are rising quickly, the domestic consumer awareness of high-end consumer products and services and those demand rising rapidly, in fact the luxury market with consumption potential. With the development of the social and economic, there was a certain degree of social stratification, and this phenomenon is not only not been curbed to some extent, but the development of more and more serious, this phenomenon not only become a cause of concern sociologists but also become a hot topic in management academia, government agencies and the public interest.In this study, this paper in the perspective of marketing conduct empirical research on the behavior of the new generation of conspicuous consumption among different groups of employees, at home and in abroad for few conspicuous consumption behavior of the new generation of employees between different groups to make comparative analysis, this paper, social identity theory the new generation of employees conspicuous consumption behavior mechanism research, select generation of migrant workers and knowledge workers as the research object, through social identity and conspicuous consumption behavior by the dimension, a clear difference between the new generation of employees conspicuous consumption behavior. Through this study will help companies according to their characteristics, innovative product design, brand advertising and other aspects.In this paper, the use of online research platform electronic version of the questionnaire survey released Star, at last 214 valid questionnaires were collected. After the questionnaire statistical analysis confirmed the social identity has a significant influence on the new generation of employees conspicuous consumption behavior, which the new generation of employees has a positive impact on the self-classification of conspicuous consumption behavior; the new generation of self-esteem groups of employees for conspicuous consumption behavior has a negative impact; the new generation of employees has a negative population commitment on conspicuous consumption behavior. Cenozoic different groups of employees of their different social identity on conspicuous consumption behavior, specifically, with respect to the generation of migrant workers, the new generation of knowledge workers, the stronger self-conscious classification, the stronger its positive effects Conspicuous Consumption Behavior; with respect to the new generation of migrant workers, the new generation of self-esteem, the stronger groups of knowledge workers, the stronger its conspicuous consumption behavior positive effect; with respect to the new generation of migrant workers, the stronger sense of community commitment to the new generation of knowledge workers, conspicuous consumption behavior of its positive effect stronger. Conclusion this paper, not only provide a reference for the new generation of migrant workers, and the new generation of knowledge workers of consumer behavior and attitudes, and to provide enterprises with practical significance in all aspects of product design, branding, marketing program design.