品质消费发展的多重支撑、主要特征及对策建议

Multiple Supports,Main Characteristics and Countermeasures of Quality Consumption Development

随着中国经济发展水平稳步提高,居民消费能力日益增强,消费需求已由“有没有”向“好不好”转变。品质消费作为满足人民美好生活需要的组成内容,既体现于中国消费者对消费质量的更高要求,需要更高品质的产品、更丰富的品牌和更优质的服务;也体现于消费重心由生存型向发展型、享受型转变,在满足物质需求的基础上,更注重满足文化、娱乐等精神需求;还体现于消费体验、消费方式、消费环境的多维度提升,要求更便利、更放心的消费。因此,品质消费对提升消费质量、改善居民生活福利具有重要作用,更成为中国式现代化的应有之义。本文从学理角度对品质消费的内涵进行界定,解析支撑品质消费需求发展的多重因素,包括国家政策支持品质消费发展、消费需求分化倒逼品质消费发展、技术进步推动品质消费发展;结合各类消费数据总结出品质消费的主要特征为,品牌消费增加、实物产品消费升级提速、服务消费占比上升、新型消费加快发展、消费国际化水平提升等;进而对照品质消费需求指出品质消费发展所面临的问题并提出相关对策建议。

With the steady improvement of China's economic development level,the consumption power of residents is increasing day by day,which has changed from seeking products to seeking better products.Quality consumption,as an integral part of meeting residentsneeds for a better life,not only is reflected in higher requirements for quality but also requires higher-quality goods,richer brands and better services.It is also reflected in the change of consumption focus from survival to development and enjoyment,and the satisfaction of cultural,entertainment and other spiritual life on the basis of material needs.It is also reflected in the multi-dimensional improvements of consumption experience,consumption mode and consumption environment,which requires more convenient and assured consumption.Therefore,quality consumption plays an important role in improving consumption quality and residents'welfare,and it is integral to Chinese modernization.The consumption structure has upgraded from survival oriented to development oriented and enjoyment oriented,and the consumption characteristics have shifted from popularization to personalization and diversification.Quality consumption has become the trend.The term“quality consumption”mostly appears in various research reports,media reports,government documents and periodical papers.So far,its connotation definition is not clear and unified worldwide.The earliest literature in China that explicitly put forward quality consumption as an important feature of consumption upgrading originated from the Quality Consumption Index Report released by AliResearch in 2017,which was the first research report in China to explore the consumption upgrading trend through big data at that time.The reason was that the proportion of high-end commodity consumption in total consumption increased.This paper defines the connotation of quality consumption from the academic point of view,and on this basis,it analyzes the multiple supporting factors of quality consumption demand development from multiple dimensions such as macro-policy environment,technological progress and consumption concept change.Combined with the current situation of consumer demand,the characteristics of quality consumption are summarized:the increase in brand consumption,the upgrading and shifting of physical goods consumption,the increase in the proportion of service consumption,the acceleration of consumption internationalization,etc.Compared with the changes in consumer demand,it is pointed out that quality consumption still faces problems such as the obvious gap between urban and rural consumption structures,the insufficient supply differentiation of commercial enterprises,the structural shortage of service consumption and silverhaired consumption supply,and then some suggestions are put forward to increase the supply of products suitable for the elderly,optimize the supply of quality goods,improve the quality of service products and meet diversified needs.