基于文化价值的中国消费区域差异实证研究

该文从消费文化价值的视角实证研究了中国消费区域的差异性。研究表明，中国消费文化价值系统由“长期与短期导向”、“人与宇宙”、“不确定回避”、“物质主义”、“时间导向”、“集体主义与个人主义”、“情绪化与情绪中性”7个维度构成，除“人与宇宙”维度外，其他6个维度在东北、华北、西北、西南、华南、华东、华中7个区域表现出显著差异。最后，文章探讨了研究结果在市场营销管理上的运用。

A Study of Regional Difference of Chinese Consumption from the Perspective of Cultural Values

This paper studies regional difference of Chinese consumption from the perspective of consumption culture values. It indicates that the cultural value system of Chinese consumption consists of seven dimensions: long-term versus short-term orientation,man-nature orientation, uncertainty avoidance, material comfort, time orientation, individualism versus collectivism, and affectivityversus affective neutrality. Except "Man-nature orientation", the other six dimensions are significantly different in Northeast, North,Northwest, Southwest, South, East, and Middle part of China. Finally, the present paper discusses the applications of the results inmarketing.