Study On Cultivating Consumer Culture Based On Sharing Economy

At present,the development of the sharing economy in our country is in full swing.The sharing economy has emerged with the development of Internet information technology and the popularity of mobile communication devices such as smart phones worldwide.It is the use of information technology to integrate social idle resources,through the platform to rent instead of buying out ownership,to realize the temporary transfer of idle resource use rights and to obtain benefits from the cooperative economy.The sharing economy plays an important role in satisfying the individualized needs of people,realizing the reuse of idle resources,promoting social and economic transformation,forming a good social relationship,and protecting the ecological environment.As a kind of cultural ideology,consumer culture has the functions of guiding,restraining,and powering in the development of shared economy.However,due to the short period of development of the sharing economy,there is still a place in the current consumer culture that is not suitable for the development of the sharing economy,such as a serious tendency to"re-occupy",a weak sense of cooperation and mutual benefit,a concept of identity hierarchy,lack of honesty and credit literacy,The lack of awareness of environmental protection all hinder the healthy and rapid development of the shared economy.The consumer culture that is compatible with the development of the shared economy should be a people-oriented rational consumption culture,a mutually beneficial and cooperative consumption culture,a fair and just shared consumer culture,a sincere and trustworthy consumer culture of integrity,and a green and ecological consumer culture.There is a need for multi-channel and multi-channel cultivation of consumer culture that is compatible with the development of shared economy.The first is to lead the development direction of consumer culture with socialist core values,establish a "free and equal "consumption concept,and create a "good faith and friendly" consumption atmosphere.Second,it is necessary to improve the system to standardize the shared economy operating environment,such as the sharing of economic market standards.Into the system,credit system and regulatory system,etc.;third is to strengthen public opinion and guide the construction of a shared economy consumption atmosphere,mainly to give play to the advocacy and propaganda role of the mainstream media and public service advertising to the sharing economy;Fourth is to focus on education to enhance the quality of consumers.Such as focusing on family education for the cultivation of consumer habits,focusing on school education to guide consumer values,focusing on social education on the continuous development of consumer quality and so on.