Housing Construction, Consumer And Middle Class Identity

Along with China's economic development and social modernization process, hastened the development of many new concepts and new terminology. The middle class which has development several centuries is beginning more and more ,and become increasingly clear to appear in front of the Chinese people. As a special group of people, in defining standards, composition, consumer psychology and consumer behavior are concerned, China's urban middle class is not only has general character of the population worldwide middle class, but also has its special personality. This paper will present the urban middle class as the entry point for housing consumption, and detailed description of the historical background of the middle class and age reasons, as well as in internal and external factors induced by the consumption characteristics, further revealed China's middle class living conditions, especially describe relationship between consumer behavior and the social deep-seated problems.This paper begin with the definition of the middle class, the middle class times, locations, and historical reasons, in particular the two industrial revolutions for the middle class as a separate class by a significant impact on the conduct of a detailed explanation. Gradually in the process of development, the middle class formed its own culture characteristics and the class code of conduct that reflected more obviously in the consumer behaviors. As China's middle class, the class features, consumer concepts, and other aspects of consumer behavior are also impacted by Western civilization. The paper selected housing consumption as a research point for consumer behavior in external factors, especially the impact of commercial advertising, consumer inner psychological origin, and factors such as historical basis for the interaction of relations. The middle class and the media is accompanied. Construction of a class of mutual groups and cultural discourse system characterization and the production and reproduction of the middle class has created conditions. Further, through the cultural symbols of the real estate interaction, consultation, reflection and the middle class consumption as real estate construction, as an internal mechanism to identify and actively in various cultural and characterization of the decomposition of the demands of experience to find effective, more The spread of wealth among the effectiveness of actions on the theory and experience of reference and resources.