“位置消费”应当正视和研究的意义  

The Significance that "Position Consumption" Should Face up and Deal with

作　　者：张慧芳[1] 

机构地区：[1]西安交通大学经济与金融学院,西安710061

出　　处：《宁夏党校学报》2005年第1期65-68,共4页Journal of the Party School of the CPC Ningxia Hui Autonomous Region Committee

摘　　要：传统经济学从"经济人"假设出发,在"效用最大化"原则下,只研究人们消费绝对量的增加,忽视了人们在消费中相对量的比较,以及由比较中所产生的位置和名次的变化,没有反映消费行为的社会性和相对性。位置消费理论弥补了传统经济学的研究缺陷,对于建立有效、合理的制度安排,衡量和评判改革的绩效,促进地区经济的协调发展,促进企业营销策略选择都有重要的现实意义。Proceeding from the assumption of 'economic being' and under the principle of 'maximized effectiveness', traditional economy only focuses on the study of the increase of absolute quantity of people's consumption but neglects the relative quantity comparison in people's consumption and the changes of their positions and places resulting from such a comparison. It fails to show the social and relative feature of people's consumption behavior. The theory of 'Position Consumption' remedies the defects of traditional economic studies, and is of great realistic significance to the establishing of effective and reasonable systems, the evaluation of the results and achievements in reform, the promotion of the coordinated development of regional economy and the improvement of the marketing policy-making of enterprises.

关 键 词：传统经济学 位置消费理论 企业营销策略 效用最大化 地区经济 消费行为 绩效 名次 促进 合理 

分 类 号：D90[政治法律—法学理论] F014.5[政治法律—法学]