Changes Of Wedding Consumption Ritual And Influencing Factors After The Founding Of China

During the lifetime of a person,there will be numerous transitional ceremonies.Our life is full of various ritualistic behaviors.For the past two or three decades,scholars studying consumer behavior have begun to pay attention to ceremonial occasions-Christmas,Thanksgiving,Halloween and transitional ceremonies.However,the wedding ceremony was less concerned by the researchers.Marriage is a crucial decision for every Chinese family.In line with the idea of "only once a year",both the newlyweds and the parents of both parties hope that the beautiful scenery will be well-married.According to data from the National Bureau of Statistics,during the five years from 2010 to 2014,the average number of marriages registered by mainland residents in China was about 13 million pairs per year.If the average consumption of each newly-married couple is only 50,000 yuan,the overall consumption scale will also be hundreds of millions.Therefore,it is of great value to study the wedding ceremony.This article uses the grounding theory to carry out an exploratory study on the changes of people's consumption preferences in the wedding ceremony since the founding of the People's Republic of China.The data comes from the People's Daily,Google Search,and China Knowledge Network,and collects online texts with keywords such as “wedding”,“wedding changes”,and “wedding ceremony”.Among them,the literature on China Known Online is limited to marketing.The article carries out three levels of coding and theoretical construction of textual data,and finally arrives at the "changes" and "invariances" manifested in the wedding spending ceremony since the founding of the People's Republic of China.Specifically,the three main categories of materialism,cultural mashup,and modernization are the main changes in consumer behavior in weddings since the founding of the People's Republic of China.Among them,materialism includes four specific factors: conspicuous consumption,face consumption,symbol consumption,and status anxiety.Cultural mashups include the inheritance of traditional culture,the infiltration of Western culture,the fusion of Chinese and Western cultures,and the recovery of traditional culture.Modern elements and new technologies are two specific factors.The family is "unchanged" in the wedding ceremony since the founding of the People's Republic.The sense of well-being is the essential pursuit of the family,including two specific factors of ritual sense and harmony.This study deeply discusses the "changes" and "invariability" of changes in wedding spending rituals after the founding of the People's Republic of China.It embodies the transfer of consumer preferences in wedding spending.It not only has theoretical value,but also helps wedding companies formulate marketing strategies.Important practical significance.