A Study On Cultural Consumption Of Middle-income Groups

The rapid growth of China's economy in the past 30 years has brought earth-shaking changes to people's lives.Material life has changed from short supply to over supply.With the great material satisfaction,more and more people begin to pay attention to the spiritual life.Cultural consumption has increasingly become the main driving force of urban consumption.Although the proportion of cultural consumption in the overall consumption is still low,with the continuous improvement of income level,cultural consumption has a tremendous room for growth.In the field of consumption,urban consumer groups have shown tremendous energy,especially middle-income groups.Their large number and strong consumption capacity are one of the main driving forces to promote China's economic transformation(from export-oriented to domestic demand-driven),and they are also the focus of consumption target groups of global multinational corporations.Their consumption concept and lifestyle may also affect the consumption structure and ecological environment of China and even the world.Cultural consumption is a key link in the economic chain of cultural industry.Therefore,the study of the characteristics of cultural consumption of urban middle-income groups is helpful to grasp the consumption preferences of urban consumer groups,and to formulate corresponding countermeasures to stimulate the development of cultural industry.By reviewing the current research on cultural consumption by scholars at home and abroad,this paper finds that scholars mainly focus on the level of consumption,consumption structure,and the influencing factors of consumption culture.There are still few studies on the cultural consumption of middle-income groups.Therefore,this paper chooses Nanchang as the place of investigation,through the form of questionnaires to understand the basic situation of this group from the aspects of gender,age,education level,and so on.At the same time,it investigates its cultural consumption behavior.It mainly understands the status of cultural consumption in its consumption,cultural consumption preferences,and the trend of cultural consumption expenditure.And through further research,it is found that the main factors affecting the cultural consumption behavior of this group come from four aspects: disposable income,education level,consumption concept,and supply of cultural products.Finally,this paper puts forward reasonable policy recommendations based on the actual development of Nanchang.It is hoped that it can effectively improve the cultural consumption level of middle-income groups,expand the cultural consumption market and promote the development of local cultural industries.