Sociology Research Of Private-owned Entrepreneurs’Conspicuous Consumption

Since the reform and opening up, especially from the year2000, China enjoys a rapid economic development and consuming environment changes to a brand-new look. Chinese consumers, suffering poor life for so long time, begin to pursuing material life and improving incomes. But it popularizes consumerism and hedonism over enough. In order to conspicuous or show off, consumers intend to make purchase decisions focus on the price besides the quality and function. Conspicuous consumption is special consumption phenomenon and so arises widely concern. Private-owned entrepreneurs possess large amount of fortune. So they can afford the conspicuous consumption economically. With the addition of culture influence, conspicuous consumption is popular among Private-owned Entrepreneurs.As result of social construction reform, Private-owned entrepreneur class develops into an indispensible member of our country. They occupied great quantity of economic resources and capital then obtained higher economic status of the social construction. In order to gain social identification and change their edged social status, Private-owned entrepreneurs intend to implement conspicuous consumption, namely consumption focus changes from substance to conception, from function to symbol meanings.This paper mainly utilizes the Bibliographical research method and non-construction interview research method to obtain Private-owned entrepreneurs’conspicuous consumption current status. Put into practice the sociology theories to seek to find most valued ways to make the consumption environment better and put forward proposals.First part:Collecting and reorganizing the research and study about conspicuous consumption both domestic and foreign. Due to researchers lack the opportunity to communicate with Private-owned Entrepreneurs, so it’s hard for researchers to obtain documents about Private-owned Entrepreneurs’conspicuous consumption. As a result, in this field, we lack study about Private-owned Entrepreneurs’ conspicuous consumption.Second part:Describing the Private-owned entrepreneurs’ conspicuous consumption conditions. After analysis the documents I have obtained, I sort the Private-owned Entrepreneurs’ conspicuous consumption conditions into different kinds and conclude three characters as follows:(1)The necessaries of life consumption:luxury;(2)Leisure consumption:refer to western nobleman;(3) Ceremony consumption:generosity;(4) Children consumption:large education investment.Third part:Implement the symbol consumption, social differentiation and consumption identification theories to analyze the conditions in the second part. Analysis as follows in three aspects:(1)Private-owned entrepreneurs’ symbol demand more than function needs and symbol demand is Private-owned entrepreneurs’ internal motivation.(2) Difference between consumption goods in symbol meanings lead to social differentiation.(3) conspicuous consumption is a way to self-identify and also way to get identification from public.Forth part:After the analysis, I put forward some proposals as follows:(1) Public consumption symbolized to motivate Private-owned entrepreneurs involve in public consumption.(2) Lead healthy consumption concept of Private-owned entrepreneurs to set an example for the public.(3) Diversity of the identification standard for Private-owned entrepreneur.I focus on Private-owned entrepreneurs’ conspicuous consumption and base on the reality that their consumption behaviors really influence a lot of people. But we cannot make an conclusion that their kind of consumption was bad. What we need to do is lead them to an normal road and build up healthy consumption concept.