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近年来,随着中国经济体制的转轨和社会的转型,我国各个阶层群体的生活方式、消费方式等都发生了很大的变化,由此也反映出了当前阶段消费心理的发展变化。在当前社会的转型期,我国出现了大量的农民工,这一特殊群体无论是在外在的生活、消费行为还是内在的消费心理上,都与传统的农民及城镇居民有显著的不同。本文试从农民、农民工群体、城市居民三个群体的消费行为特征出发,通过对比手法,探讨三者内在消费心理的不同,进而透视当前社会整体的转变,试图寻找一种更好的转变方式。
In recent years, with the transformation of China’s economic system and social transformation, the lifestyles and consumption patterns of all social strata of our country have undergone great changes. This also reflects the development and changes of the consumer psychology at the current stage. In the current period of social transformation, a large number of migrant workers have emerged in our country. This particular group is significantly different from the traditional peasants and urban residents in terms of external life, consumer behavior and inherent consumer psychology. Based on the characteristics of consumer behaviors of peasants, migrant workers and urban residents, this paper attempts to explore the differences in the inherent consumer psychology through comparison and try to find out a better way to change .