2011年,上海城市居民家庭人均年可支配收入36230元,比上年增长13.8%,同时全年城市居民人均消费支出25102元,比上年增长8.2%。在城市居民收入不断提高的同时,上海消费者的品牌意识也不断加强,现在的消费者关注的不仅仅是实物消费,同时也会关注品牌的设计理念、商家的服务质量以及购物时的环境体验,所以 In 2011, per capita disposable income of urban households in Shanghai was 36,230 yuan, an increase of 13.8% over the previous year. Meanwhile, the per capita consumption expenditure of urban residents was 25,102 yuan, an increase of 8.2% over the previous year. While urban residents continue to increase their income, the awareness of Shanghai consumers is also growing. Now consumers are not only concerned with physical consumption, but also pay attention to the design concept of the brand, the quality of service provided by the business, and the environmental experience during shopping ,and so