摘要
该文从消费文化价值的视角实证研究了中国消费区域的差异性。研究表明,中国消费文化价值系统由“长期与短期导向”、“人与宇宙”、“不确定回避”、“物质主义”、“时间导向”、“集体主义与个人主义”、“情绪化与情绪中性”7个维度构成,除“人与宇宙”维度外,其他6个维度在东北、华北、西北、西南、华南、华东、华中7个区域表现出显著差异。最后,文章探讨了研究结果在市场营销管理上的运用。
This paper studies regional difference of Chinese consumption from the perspective of consumption culture values. It indicates that the cultural value system of Chinese consumption consists of seven dimensions： long-term versus short-term orientation, man-nature orientation, uncertainty avoidance, material comfort, time orientation, individualism versus collectivism, and affectivity versus affective neutrality. Except “Man-nature orientation”, the other six dimensions are significantly different in Northeast, North, Northwest, Southwest, South, East, and Middle part of China. Finally, the present paper discusses the applications of the results in marketing.
出处
《中山大学学报（社会科学版）》
CSSCI
北大核心
2005年第5期99-103,127-128,共7页
Journal of Sun Yat-sen University(Social Science Edition)
基金
深圳大学科研启动基金(项目编号200538)
关键词
区域消费差异
消费特征
文化价值
营销管理
regional consumption difference
consumption characteristic
culture values
