区域消费文化观念的差异性：粤甘两省例证

相对稳定的消费文化观念会对消费行为产生特定作用。消费文化观念有个体差异性，更体现为一定的区域性群体特征。以具有东西部典型代表的广东省和甘肃省为研究对象，通过对消费文化观念各维度进行探索性因子分析和方差分析，结果表明：两地区的消费者在“物质和精神”、“开放与保守”两个维度上表现明显差异，而在其他维度上差异不显著。从差异性的消费文化观念出发，企业应制定差异化的营销策略。

Variable Consumption Cultural Concepts：Examples of Guangdong and Gansu Provinces

Relative stable consumption cultural concept can play a specific role on consumption actions. Consumption cultural concept has individual differences, even more certain regional grouping characteristics. We take Guangdong Province and Gansu Province as researching objects,because they could represent east areas and west areas of China each.By analyzing probing factors and regional differences in aspect of different dimensional consumption cultural concepts; the results show that consumers have obvious differences in ＂material and spirit＂,＂openness and conservativeness＂between the two regions, and the other nine dimension have no obvious differences. Therefore, enterprises should make up variable marketing strategies according to variable consumption cultural concepts.