近年来,随着市场经济向成熟、规范的方向发展,各类产品都纷纷进入买方市场,消费者的地位也显得愈发举足轻重。同时,在社会变迁和文化多元的冲击之下,“消费”这个概念本身已不再单纯指涉某种购买行为,而是逐渐演变为一种文化,被赋予更为丰厚的内涵,消费者的心理和行为特征都能囊括其中并逐一得到体现。传统的消费模式已渐趋瓦解,而新的消费心理,适时迎合其消费习惯,便在 In recent years, with the market economy to mature, standardized direction, all kinds of products have entered the buyer’s market, the status of consumers is also more and more important. At the same time, under the impact of social changes and cultural pluralism, the concept of “consumption” is no longer simply referring to a kind of purchasing behavior, but gradually evolving into a culture with more rich connotations. Consumers Psychological and behavioral characteristics can be included and reflected one by one. The traditional mode of consumption has gradually collapsed, and the new consumer psychology, in a timely manner to meet their spending habits, then