Construction Of The Transformation Of Consumer Concept Of "society" Background

The Party Central Committee proposed the "two-oriented society".That is the resource-saving and environment-friendly society, and becomes a long-term goal of Chinesd economic and social development. The study of "two-oriented society" has become a hot theorists and the focus of academia. Especially with the deepening of China’s reform and opening up, people’s living standards have improved, the study of consumer concept gradually has been paid more attention, the scholars have discussed this issue and have made extensive research.But the most of consumer study of the academic concept is conducted from ethics, consumerism and other angles, but the consumption concept from the "two-oriented society" is relatively few. This paper attempts from the "two-oriented society" perspective to study and make recommendations of Chinese residents consumption concept.This article is divided five parts, the first part introduces the background of thesis topics, the purpose of writing, current research, discusses the ideas and research methods. The theories of "two-oriented society" and consumer attitudes were analyzed and summarized from theoretical basis, concepts, types, problems and countermeasures and so on. It follows that foster scientific concept on consumer build a "society" has great significance.The second part describes the theory of "two-oriented society" and consumption concept. Residents’consumer attitudes and consumer attitudes are based on Marxist concept sustainable consumption as a theoretical basis. Marx opposed to dampen consumer asceticism and excessive spending, supported moderate consumption of adaptated productivity, consumption is based on people’s needs, to reflect the value and meaning of life, if excessive pursuit of consumption will lead to the alienation of people. Sustainable Consumption adhere to the people-oriented concept, consumption should be consistent with the overall development of human health and the needs, people should be spending while promoting healthy and sustainable socio-economic and cultural development, and to achieve harmony between man and nature, to meet the contemporary human consumption without endanger the survival of future generations need to develop, and ultimately sustainable use of resources. Meanwhile, Chinese is now also affected of Western consumerism what is strongly advocated that people consume, the consumption of consumer goods has gone beyond to the use value, consume is to meet the manufactured desires, it is spawned consumer attitude by the profit-driven nature of the capital.The third part classified and analyzed the problems our overall consumer attitudes. In this article, consumer attitudes will be divided:frugal consumption concept, mass-consumption concept, the comparisons consumption concept, consumerism consumption concept, development consumption concept. Consumer issues are not conducive to building "two-oriented society" concept:people emphasis on material consumption and despise spiritual consumption; presence serious psychological comparisons; presence consumption tendencies. While this paper analyzed and summarized factors on these issues as well as external performance.The fourth part study barrier factors that foster scientific consumer attitudes in the "two-oriented society" background. This paper argues frugality factors, and traditional concepts that the impact of residents cultivating the scientific consumer concept, and the media encourages people to consume to influence people’s consumption concept by shaping a variety of typical characters and other ways, at the same time people are also affected foreign consumerism, showing the propensity to consumerism consume, hedonism.The fifth part explores the basic principles of cultivation of scientific consumer attitudes and measures what should be taken to uphold. In response to these factors, this paper proposes to the principles of cultivating scientific consumer attitudes to adhere to scientific concept of development and consumption and income coordination principle. People should consume according to their income level and the actual needs. The Government should strengthen school education by various forms to enable students to establish scientific consumption concepts to guide their own well-being and the view of scientific consumption linked. The Government should strengthen the management of the media, and enhance people’s sense of social responsibility and mission, to create a good atmosphere for public opinion. The Government should also introduce policies and other measures to encourage enterprises to improve resource utilization and enhance the awareness of environmental protection.