【作者】 江燕娟；

【导师】 王祥俊；

【作者基本信息】 广西师范大学 ， 社会学， 2007， 硕士

【副题名】以桂林市居民品牌消费状况为例

【摘要】 本文的研究目标是揭示消费方式与社会阶层分化之间的关系,并对这种关系在理论和实践上进行论证。在分析这种关系时,提出了基本的理论假设:不同社会阶层的人存在不同的消费方式和消费偏好,处于不同社会阶层地位的人们也逐渐形成结构层级化的消费模式,不同的社会阶层群体的消费行为存在着明显的差异,这种差异又强化了阶层身份认同和阶层结构。改革开放20多年来,经济与社会得到迅速发展,一方面,经济的发展使得一批人迅速富裕起来,具有相对较强的购买力;另一方面,随着消费文化的发展,时尚信息的传播,人们的消费观念大大改变,消费类型从生存型消费发展到享受型消费,追求符号性消费成为大众消费的一个趋势。品牌代表了一种特殊的文化,是商业、文化、社会价值观的综合体,它以其昂贵的价格和超越一般的质量、服务区别于非品牌物品,成为社会身份地位的象征和标志,成为人们青睐的一个消费品,品牌消费行为也就具有了社会识别与区分的功能。本文选取了桂林市居民品牌消费状况为研究视角,试图通过对各个阶层居民的品牌消费状况的分析来探讨社会阶层分化的现状和趋势。本研究采用文献研究法、比较法、定性研究与定量研究相结合等方法,以文献研究与实地调查获取资料为主。文中所引用的文献资料主要是近几年来国内外正式出版的有关消费方式与社会分层方面的部分研究成果。本文主要参照了陆学艺先生的十大阶层理论,选取了桂林市十大阶层样本为基本的分析单位,系统地对桂林市居民品牌消费状况作了分析。全文主要由四大部分构成:第一部分:社会分层与消费行为理论研究概述。在这一部分,对分层、社会分层的基本概念作了描述和总结,梳理了西方社会学传统上的两种基本的社会分层理论,以及国内外关于社会分层与消费行为的研究现状。其中包括马克思的阶级分析和韦伯的三大分层纬度;齐美尔、凡勃伦、布迪尔、波德里亚、福塞尔的消费理论,他们明确地提出了消费与社会分层之间有着密切的联系,消费是社会身份建构的手段;国内学者如李培林、李春玲等人,他们也从消费的角度去探讨社会阶层的分化和趋势,系统地阐述了消费分层理论。本文在此基础上提出了品牌消费比较研究的视角。以品牌消费状况的差异作为分析社会阶层的分化和趋势的研究视角具有其自身的优势和特点。在这部分,本文系统地阐述了品牌消费的概念和内涵、社会分层的功能以及现实意义。第二部分:桂林市各阶层居民品牌消费行为差异实证研究。这部分是本文的研究重点。内容包括:(一)样本选择与调查过程概述。这部分内容包括桂林市经济与社会发展状况及陆学艺先生的十大分层理论,本研究的样本选择和调查过程。(二)桂林市各阶层居民品牌消费行为实证分析。重点选取了居民日常消费中的衣物消费、餐饮消费为分析对象,从各阶层居民对品牌的认可度,消费心理,平均支出,消费偏好等方面进行了比较,并结合相关的社会分层与消费理论对消费行为差异作出分析。一共回收有效问卷115份,运用统计学分析软件spss11.5对收集到的问卷以及相关访谈资料进行了描述统计、交叉列联、卡方检验等统计分析。(三)各阶层居民主观认同及消费水平主观满意度比较。(四)各阶层居民品牌消费行为小结。第三部分:各阶层居民品牌购买行为差异形成的原因。各阶层居民基于经济因素、职业因素和受教育程度的不同而形成有差异的甚至是不平等的消费行为,同一阶层内部越拥有一致的消费行为和消费风格就越可能强化阶层身份认同和阶层之间的边界,从而使阶层结构更加稳固和持久。社会阶层的固化不利于社会发展,只有形成有利于社会流动的机制,促进阶层间的流动,才能从根本上提高底层居民社会地位,提高中等收入者的比重。第四部分:结语。合理引领消费时尚,构建和谐社会。更多还原

【Abstract】 The study is to in research to announce consumption pattern and social stratum relation split up, and prove on the theory and practice this kind of relation. While analyzing this kind of relation, have put forward the basic theory to suppose: Different social people of stratum have different consumption pattern and consume, have a partiality for, in different social stratum people of status form structural level take consumption mode gradually too, there are obvious differences in the consumer behaviors of different social stratum’s colonies, this kind of difference has strengthened stratum’s identity admitting and stratum’s structure again.Reform and opening-up over the past 20 years, economy and the society are developed rapidly, on one hand, economic development makes a group of people grow rich rapidly, has relatively stronger purchasing power; On the other hand, with the development of consumption culture, the spread of fashion information, people’s consumption idea changes greatly, consumption type develop from consuming in surviving type to person who enjoy consume, pursue symbol consumption become masses a characteristic of consumption, the brand has represented a kind of special culture, is the synthesises of the commerce, cultural, social values, it is not brand articles with its expensive price and surmounting general quality, service and is different from, make it become a symbol and sign, have function symbolizing social identity position, Brand consumer behavior just has function which the society discerns and distinguishes. The brand is consumed because of its one’s own advantage and characteristic, become a consumption pattern that people favor. This selected works have fetched the condition of consumption of resident’s brand of Gui Lin in order to study the visual angle, attempt through come, probe into to each stratum brand analysis of condition of consumption of resident social stratum split up current situation and trend. Research this adopt literature research law, comparative law, determine the nature, study method of combining with quantitative research etc., obtain the materials as the main fact by literature research and field investigation. The documents and materials quoted in the article is mainly some research results about dividing one layer of respects in consumption pattern and the society published formally both at home and abroad in recent years.This text learn a craft or trade ten major stratum theory of gentleman according to land mainly, choose Gui Lin city ten major stratum sample basic analysis units, have done analysis to the condition of consumption of resident’s brand of Gui Lin systematically. The full text is mainly formed by four major parts: Part one : The society divides into layer and consumer behavior theoretical research summary. In part this, to divide into layer, society divide into basic conception of layer make, describe and summarize, divide one layer of theories after combing two kinds of basic societies traditionally of western sociology, and the domestic and international research current situation regarding the society divides into floor and consumer behavior theory. Include Marx’s class analysis and dividing one layer of latitude three large of Webber;and Simmel,Webble, Bourdieu,etc,they all tell that consumption theory ,then they have proposed consuming and there are close connections while dividing floor in the society clearly, consumption is that the social identity builds the means to construct; Domestic scholar such as Li PeiLin, Li ChunLing,etc . they probe into division and trend of the social stratum in term of consuming too, have explained systematically that consumes and divides one layer of theories. This text has proposed the visual angle of the consumption comparative study of brands on this basis. Regarding difference of the condition of consumption of the brand as the division of analyzing the social stratum and visual angle of studying of trend has its one’s own advantage and characteristic. In part this, this text system explain brand concept, intension and society of consumption divide function and realistic meaning of layer into.Part two : Brand consumer behavior difference positive research of resident of different levels in Gui Lin. This part is a research focal point herein. The content includes: (1) choose and investigate the course summary in sample; Some content these include Gui Lin to be city economic to divide layers of theory while being ten major with social state of development and Lu XueYi Mr., choose and investigate the course in sample of this research. (2) brand consumer behavior real example analysis of the residents of different levels in Gui Lin. The clothes consumption, food and beverage that are chosen in resident’s daily consumption especially are consumed for the analytic target, , to approval degree of the brand, consumer psychology, average expenditure from the residents of different levels, consumption have a partiality for respect go on, compare, combine relevant society divide layer make analysis to the consumer behavior difference with consumption theory. Retrieve 115 parts of valid questionnaire altogether, use statistics analyze software spss11.5 go on, describe, count, cross contingency, card side person who examine statistical analysis to questionnaire and relevant interview materials that collect. (3) residents of different levels admit subjectively and level of consumption subjective satisfaction comparison .(4) brand consumer behavior brief summaries of residents of different levels.Part three : Of different levels resident brand buy behavioral difference reason of forming. The residents of different levels formed difference on the basis of the economic factor, job factor different from schooling even the unequal consumer behavior, the same stratum have identical consumer behavior and consumption style might strengthen stratum identity admit and border of stratum, thus make stratum’s structure firmer and lasting. The solidifying and is unfavorable to the social development of social stratum, only form the mechanism helping the society to flow, promote the flow among the strata, could improve and improve resident’s social status of ground floor fundamentally, proportion of the person who raises medium-sized income. Part four : It is fashionable to lead rational consumption, promote the development of harmonious society.更多还原