An Analytical Research On Cultural Consumption Of Chinese High Net Worth Family Customers

The report of the 19th National Congress of the Communist Party of China stated that "socialism with Chinese characteristics has entered a new era,and the major contradictions in our society have been transformed into the contradictions between the people's increasing needs for a better life and imbalanced and inadequate development." Spiritual and cultural needs are the most fundamental,essential and humanistic needs among the people's desire for a better life.With the rapid development of Chinese society,cultural consumption not only fulfils the requirement of spiritual and social needs,but also improves the cultural quality of the whole society as well as the quality of people's spirit and life.In addition,it can resolve major social conflicts.This paper focuses on how multimillionaire level high net worth family customers doing their cultural consumption.It proposes suggestions for high net worth family customers to boost their demand of cultural consumption by carrying out a questionnaire survey based on the population distribution of high net worth family customers,cultural consumption awareness and favorite cultural activities as well as conducting in-depth communication with the respondents on relevant topics.The introduction introduces the research background and purpose of this thesis.With the increasing population of high net worth family customers and the accumulating of their wealth,this paper trying to analyze the common law of cultural consumption preference of high net worth family customers by combining the relevant western cultural consumption theories.The first chapter briefly summarizes Pierre Bourdieu's cultural capital theory,Gary Becker's preference economic analysis theory and other relevant theories.It analyzes the application of individual taste preferences,society and family environment which affect cultural consumption choices.The second chapter defines the connotative boundary of cultural consumption and target population which is multimillionaire level high net worth family customers of the survey.By analyzing the target population's job industry and regional distribution,income sources,structure of consumption expenditure associated with changing characteristics,policy support for cultural development and the factors affecting cultural consumption demand,the cultural consumption demands of high net worth family customers are characterized by entertaining purpose,limited leisure time,poor consumption structure and absence of elite culture.The third chapter collects and analysis the feedback from high net worth family customers.The questionnaires mainly focus on the taste preference of high net worth family customers that participating in various cultural practices such as listening to music,appreciating paintings,watching online films,enjoying fashion appearances,visiting art galleries and museums,walking into theaters and theaters.This paper finds that high net worth family customers who have high education levels,subjective hobby and participating in cultural activities consciously could easily feel content with realizing cultural consumption.These customers who have certain level of cultural attainment usually like to specialize in related knowledge and generally has a strong pursuit of aesthetics.In addition,this paper selected four representative high net worth family customers from the questionnaire for case analysis and finds that they are more engaging in work or enjoying leisure time.They have great potential in cultural consumption demand.The fourth chapter provides some ideas for people to participate in cultural activities,raise cultural awareness and create a good cultural environment.In addition,it is possible for family to obtain better cultural experience by engaging in cultural practice actively combining with individual taste preferences.The last chapter summarizes that people's habit characteristics and consumption concepts are changing every day.Specifically,with the development integration of world economy and culture,high net worth family customers will have much more consumption choices because of the horizons and resources they have.Therefore,that literary and artistic producers provide more attractive cultural products and high net worth family customers devote more time on cultural consumptions together will contribute a great deal to the development of culture in the future.