◆Abstract：With the development of the world economy， more and more countries are closely linked together， in many ways gradually integration， and the consumption outlook is included.We all know that our people and western people in the consumption view is very different，so this study attempts to discover the existence of the deep cultural differences behind them，and increase our emphasis on consumption idea，strengthen the fusion of Chinese and western consumer culture effectively through the Chinese and western consumption view， consumer behavior， consumption culture and consumer culture mutual fusion research.

◆Key words：differences between China and the west；Consumption concept；Consumer behavior；Integration of consumer culture

Chapter 1 Introduction

As Sun Bangzhu wrote in the article “comparison of consumption concepts between China and the west” in May 1995， American cultural anthropologist Hoare once said： culture is the living environment of human beings. Every aspect of human life is influenced by culture and changes with the change of culture. Culture determines the way of peoples living， expression， thoughts and ways of problems solving. Peoples life cannot be separated from the influence of cultural background. In many cases， people will not deliberately understand it， but it always appears around people and shows it. Consumption， as an indispensable activity of people， also means to satisfy peoples demand for goods. In a certain social way， although it is determined by peoples subjective factors in most cases， it cannot be denied that cultural background is indispensable. Traditional values， individual behavior， environment， social class status， customs， moral norms and so on will have an impact on it. Due to the different cultural background， peoples consumption concept is also very different. This paper attempts to compare and analyze the two consumption concepts formed under the influence of different cultural backgrounds in China and the west.

Chapter 2 The Conflict

Everyone knows that the consumption concepts expressed by different countries and different nationalities are very different. The difference in consumption concepts is in the pursuit of spiritual pursuit， material pursuit， and other aspects.

2.1 The Conflict Between the Consumption Concept of Material Demand and Spiritual Demand

Living in todays society， we need more and more things， and the material and spiritual aspects we pursue are gradually increasing. The materials we needed before are within our economic range， never thought about going to buy something we cant afford. Now， this material demand has undergone tremendous changes. Many people are buying things that their economic ability cant afford.

2.2 The conflict between competition and self-centered consumption concept

As long as can wear warm before eat satisfied is the best for us， the economic conditions of that time doesnt allow people to consumer personality， and now people get a lot of economic development， their vanity came out to work， they put up with the joneses “behavior”.

Chapter 3 Factor of the Consumption Concept

3.1 The Preference of Consumers Brand

According to the survey， consumers choice of brand and preferences are greatly different due to different consumption concepts. Nowadays， most people buy things based on the popularity of the brand and their understanding of the brand， among which the involvement of consumers has a significant positive impact on their brand sensitivity.

3.2 The Choice of Consumption Place and Consumption Mode

I believe that everyone has this feeling， whether or not we have money， we will go to consume， and the places of consumption are different. And the place where we consume the most is the supermarket.

Chapter 4 Conclusion

Comprehensive institute mentioned above， this paper knows the main characteristics of consumption in China and the West， the conflicts of consumption concepts， existing problems， cause analysis and solutions， etc.， by comparing the consumption concepts between China and the West. We must not only improve our quality of life， but also improve our cultivation with the concept of diligence and saving consumption， and ultimately have a happy life.

Reference

[1]范宝舟.从自愿打赏看中西方消费文化异同[J].人民论坛，2017（11）：130-132.

[2]甘刘林，王甜.新媒体环境下的消费文化研究[J].新闻知识，2018（04）：22-25.

[3]姜鹏飞.全球化背景下中西方消费文化的冲突与融合[J].人民论坛，2015（11）：253-255.

作者簡介

刘米兰，性别：女；民族：汉；籍贯：贵州遵义；学历：大学本科；毕业院校：贵州大学明德学院；研究方向：英语。