论消费行为演化与小商品市场转型  

On the Evolution of Consumer Behavior and the Transformation of Small Commodity Market

作　　者：王覃刚[1] 潘雨 WANG Qin-gang;PAN Yu

机构地区：[1]武汉工程大学法商学院

出　　处：《经济论坛》2020年第11期42-51,共10页Economic Forum

基　　金：国家社会科学基金一般项目“强互惠现代演化的社会系统研究”(18BSH096);湖北省教育厅社科重点研究项目(15D038);武汉工程大学研究生教育创新基金一般项目(CX2019112)。

摘　　要：改革开放前后我国消费者行为出现巨大变化,具体表现为我国消费空间、居民收入水平、人群年龄结构的改变以及互联网技术的不断更新,消费者自主性、质量型、非理性的消费行为日渐突出。在此背景下,不少以实体经营为主的传统业态的发展容易脱离消费行为演变规律,尤其是生产分散、品种繁多的小商品市场,它作为我国民营经济的重要代表曾经一度深受各类消费者青睐,在相同的社会条件下有些市场快速发展有些却发展滞后。基于此,通过结合有关消费行为理论,分析我国消费者行为演化轨迹与特征之下小商品市场当前存在的不足之处,寻找出发展滞后的小商品市场将如何适应消费行为演化进行转型升级的出路、挖掘出市场经营者与消费者间的良性互动关系,进而为扩大消费、协调消费者与市场间关系、促进区域乃至全国商品经济的发展提供借鉴。Great changes have taken place in China's consumer behavior before and after the reform and opening-up.The specific manifestations are the changes in China's consumption space,residents'income levels,the age structure of the crowd,and the continuous updating of Internet technology.Consumers'autonomous,quality,and irrational consumption behavior have become increasingly prominent.In this context,the development of many traditional business forms that are mainly based on entity management can easily deviate from the evolution of consumer behavior,especially in the small commodity market with scattered production and a wide variety of products,as an important representative of China’s private economy,it was once favored by all kinds of consumers,but under the same social conditions,some markets develop rapidly while others lag behind.Based on this situation,by combining with the relevant consumer behavior theory,this paper analyzes the current deficiencies of the small commodity market under the evolution trajectory and characteristics of consumer behavior in China,find out how the small commodity market with lagging development can adapt to the evolution of consumption behavior to transform and upgrade,and dig out the benign interaction between market operators and consumers.Furthermore,it provides reference for expanding consumption,coordinating the relationship between consumers and market and promoting the development of regional and even national commodity economy.

关 键 词：消费行为演化 小商品市场 转型 

分 类 号：F713.55[经济管理—市场营销]