我国城市中产阶层消费行为的新变化——以葡萄酒消费从“悦人”转向“悦己”为例  

New Changes in Consumer Behavior of the Urban Middle Class in China:Taking the Shift of Wine Consumption from"Pleasing People"to"Pleasing Oneself"as an Example

作　　者：李英超 李培林[2] Li Yingchao;Li Peilin

机构地区：[1]中国社会科学院大学社会与民族学院 [2]中国社会科学院大学,北京102400

出　　处：《学海》2023年第6期33-42,共10页Academia Bimestris

摘　　要：中国式现代化的跨越式发展,造成不同发展阶段的叠加,对不同社会阶层的消费行为产生了深刻影响,而被视为对大众消费具有引领作用的城市中产阶层,他们的消费行为也出现了一些新变化、新特征。本文使用北京和上海两地中产阶层葡萄酒消费的调查资料,对当前我国城市中产阶层的消费行为展开研究。基于代际和场合的分析视角,我国城市中产阶层的葡萄酒消费行为从以往关注他人感受的“悦人型消费”,转向关注自我感受的“悦己型消费”。从消费社会学的视角来看,城市中产阶层从“悦人”到“悦己”消费行为的转变,是我国消费文化和消费行为的新变化,是未来大众消费行为变化趋势的先兆,也是我国社会结构快速变迁的现实反映。The leap forward development of Chinese path to modernization has resulted in the superposition of different stages of development and has a profound impact on the consumption behavior of different social strata.The consumption behavior of the urban middle class,which is considered to have a leading role in mass consumption,has also undergone some new changes and characteristics.Based on survey data on the wine consumption of the middle class in Beijing and Shanghai,this article conducts a study on the current consumption behavior of the urban middle class in China.From the perspective of intergenerational and situational analysis,the consumption behavior of the urban middle class in China,has shifted from"pleasing people"which focuses on others'feelings to"pleasing oneself"which focuses on self feelings.From the perspective of consumer sociology,the transition from"pleasing people"to"pleasing oneself"consumption behavior among the urban middle class marks a new change of consumer culture and behavior in China.It is a precursor to the future trend of mass consumption behavior change,as well as a realistic reflection of the rapid transformation in China's social structure.

关 键 词：消费社会学 城市中产阶层 社会转型 消费文化 消费转向 

分 类 号：D663[政治法律—政治学] F713.55[政治法律—中外政治制度] F426.82[经济管理—市场营销]