中国消费阶层:基于经济资本和文化资本的分析

社会阶层是市场细分的重要变量之一,通过对中西方社会阶层研究的回顾提出以经济资本和社会资本为划分维度。对中国消费者进行社会阶层市场细分的方法,包括精英阶层、知识阶层、中产阶层、新富阶层和草根阶层,探讨各社会阶层的核心消费行为特征,指出研究的局限和未来方向。

Analysis of Chinese Consumer Social Classes Based on Economic and Cultural Capital

Social class is one of the important variables in market segmentation.Through recalling the study on social strata,and taking economic capital and social capital as division dimensions,this paper brings forward a new social class segmentation method,and divides the social class into the elite class,intellectuals,the middle class,the new rich class and the grass roots class.At last,it explores the core consumption behavior of various social classes and points out the study limitation and future direction.