符号消费形成机制与引导策略分析  

Analysis on Forming Mechanism and Guidance Strategies of Sign Consumption

作　　者：方征[1] 

机构地区：[1]华南师范大学教育科学学院,广东广州510631

出　　处：《石家庄经济学院学报》2007年第4期16-18,39,共4页Journal of Shijiazhuang University of Economics

基　　金：湖南省教育厅2006年度优秀青年基金项目资助(06B051);湖南省哲学社会科学成果评审委员会资助(0608040C)

摘　　要：符号消费已成为消费的一大趋势。首先探讨了符号消费的形成机制,后现代消费环境是符号消费形成的基础,消费中人与物的意义构成了符号意义,并通过市场机制传递。随后探讨了符号消费的"所指"引导策略:向不同细分市场传递的差异化符号意义、将商品符号意义形成文化、利用促销建立商品的"所指"符号意义。Sign consumption already becomes one general trend of consumption. The post- modem consumption environment is the basis for the forming of sign consumption. The meaning of human and thing in consumption makes the sense of sign, and it is transferred by market mechanism. How to transfer the content of ＂what to be referred to＂ is the subjects of consumption guidance： passing different sign meaning to segmental market, forming the culture of sign meaning, and founding the meaning of ＂what to be referred to＂ by sales promotion.

关 键 词：符号消费 消费引导 形成机制 

分 类 号：F812.2[经济管理—财政学]