A Research On The Leisure Consumption Identity Of Shanghai Creative Class

As society moves into the Postmaterial Era, the economy is developing from the industrial economy into the creative economy. Economic is no longer simply judged by the size of everything in the industrial economy era, or no longer by technology omnipotent in information revolution era as well, but by creativity, imagination as the core of the creative economy era. Because of the creative industry characteristics, such as low consumption, high-margin, high value-added, creativity with a strong economic function, as well as culture has been playing a leading role in economic development In recent years, China's creative industries have great development in many cities like Shanghai, Shenzhen, Chengdu, Beijing and other places. They actively promote the development of creative industries, and establish a lot of creative base. With the rapid development of creative industries, creative class also become as a social and professional sector, which is in rapid development and expansion. They are in upward trend of socio-economy, particularly for profound affect of leisure consumption.Based on the social background above, mis paper takes the creative class in shanghai, a particular leisure consumption sector, as study sample. Through comprehensive utilization of various information and survey methods, such as depth interviews, combing the relevant study in creative economics, sociology and leisure consumption, this paper is aiming to have a comprehensive understanding of the consumption identity of the creative class in Shanghai. From both the social positioning and self-identity levels, the paper is summing up the leisure consumption characteristics in different historical period, which is agricultural society, industrial society, the mass leisure era and the creative economy era. By comparative analysis the different attitude towards leisure consumption of different social class, the author believes that the limit of the leisure consumption selection led to the social hierarchy leisure consumption in agricultural society, the difference of leisure consumption time possession and consumption selection led to the competitive leisure consumption in industrial society, the different of class in leisure consumption led to the diverse leisure consumption in the mass leisure era, and in the creative economy era, the leisure consumption character is performed in the free work style with various leisure consumption experiences. On the analysis conducted above, combing the trend of creative leisure activities, the author raise measures and suggestions on how to develop the leisure product.The paper's structure is divided into four chapters. Chapter I, the introduction part, which systematically summed up the research background, significance, the key issue, the basis of theory and research methods, and also give a summary and evaluation of relevant academic study both in and out. Chapter II, the author summed up the leisure consumption characteristics' evolution in four different historical periods. Chapter III, through the exploration and analysis of questionnaire, the author analysis the leisure consumption identity of the creative class in shanghai, from three aspects in occupation, leisure consumer motivation and cultural values. Chapter IV, the paper run out two basic conclusions: the free style of work to the leisure consumption requirements and diverse experience to the leisure consumption requirements. By learning the latest creative leisure consumption trends in other countries in Europe and America, the author raises the suggestions on how to develop leisure products in the future.