Analysis On Chinese Civil Consumer Culture In New Age

Along with the development of society and changes of times, the society has gradually moved from the production orientation towards the consumption orientation. Consumption has become the light that covers all the existences in the modern society. What to consume, how to consume and how to consume well have become unavoidable problems in modern lives. However, the inquiry and reply of these problems has already exceeded the scope of the traditional economics. Some profound explanations are required on cultural level so that consumption can be endowed with significance and value. Therefore, gradually people began to think about "how to live and how to live well" in the consumption society. Correspondingly, the study of the vicissitude of people's consumption behaviors and ideas from cultural perspective has great value in enhancing people's consumption level and quality.Started with the definition of historical materialism about consumer culture, this thesis first made a systematic analysis on the general characteristics and vicissitude mechanism of consumer culture. By inspecting the present situation and vicissitude trend of Chinese consumer culture, it concludes that the rational consumer cultural pattern is the inevitable choice for the vicissitude of consumer culture in China. Aimed at the present problems occurred in our consumer culture field, it further points out the theories of constructing the rational consumer cultural pattern, which is suitable for the situations of China. Then, how to construct rational consumer cultural pattern? In this thesis, the mechanism of rational consumer culture is intrinsically divided into three parts: sustainable consumer culture, consumer culture of moderate ecology and "humanistic" consumer culture. Besides that, some concrete measures are also expounded to try to answer the "Hamlet Problem" in the field of consumption, which was once mentioned by Mr. Wan Junren. All these results would provide people with instructions and significance in consumption practices.