"Frugalness And Luxury":Research Of Group "Double-budgeting" Consumption Problem

After nearly 40 years of high-speed development of China's reform and opening up,China's social economy,political system,cultural orientation,and other areas of the composite has achieved more perfect and prosperity.Along with continuous improvement of China's social productivity,gradually began to appear in our country the trend of the transition from production society to consumer society.Especially with the increasingly rich material resources and the people living standard improved,objectively stimulate consumers to produce under the characteristics of consumer society has many different from before the reform and opening up the consumption habit.Under this big background,the domestic different consumer groups,especially the middle class consumer appeared a kind of contradiction "Double-budgeting"consumption paradox,that is:on the one hand,their economic spending more to save in some fields,almost not disorderly spend money easily;On the other hand,they spend very generous in some ways,at through the use of wealth to the pursuit of relatively high quality life style."Double-budgeting" consumption patterns vividly depicted the current our country people a kind of universal consumption fact,this kind of phenomenon is essentially the consumer after self-knowledge on different levels of consumption,the value orientation of the what consumer strategy choices.Its representation to the outline of our country in the process of gradually into a consumer society,people consumption structure change happened to fully understand and correct understanding of current Chinese consumption status to provide new research direction."Double-budgeting"consumer behavior is a consumer society,"new consumption patterns" emerging from the process of the concept in academia is new.Therefore,this article sets out from the Angle of sociology,first of all,through the literature research of "consumer society","Double-budgeting" consumption at home and abroad for carding,discusses related to understand theoretically the historical origin and development of the "Double-budgeting";Secondly,based on the current transition from industrial society to post-industrial society,production leading social steady transition to consumption leading social and public desire to consume and income rising power bidirectional "Double-budgeting" multiple groups consumers such as reality basis,combining with the case interview of quantitative and qualitative data collected by means of summarizing in the consumer society groups consumption"Double-budgeting" specific performance:as a long-term consumption and immediacy consumption resources between extrusion,real consumption and codes between mental game,human consumption and private consumption "face" between decoys and the balance of individual consumption and household consumption and etc,and then from the economic incentive to upgrade,social,institutional,cultural fusion,mass media booster consumer perspective to explore groups such as the deep reasons of the present "Double-budgeting";Finally,embarks from the thinking of interdisciplinarity analysis,draw lessons from psychology,economics,ecology and politics and other subjects of good mature theory and practice,try to construct the"rational-embedded-green-institutional constraints" four dimensional integration framework for consumer groups consumption "amphibious" proper guidance,in order to successfully avoid traps,clear group consumption error goal,ultimately help the smooth transition of our country public consumption patterns completely.