学习时报：何为“犒赏经济”

Core Viewpoint - The rise of the "Reward Economy" among young consumers in China reflects a shift in consumption patterns, driven by the desire for self-care and emotional fulfillment, as the economy transitions from high-speed growth to high-quality development [1][2][3] Group 1: Definition and Characteristics of the "Reward Economy" - The "Reward Economy" refers to consumers purchasing non-essential goods or experiences to gain immediate pleasure and psychological relief in response to work and life pressures [1] - Unlike the traditional "lipstick effect," which is a reaction to economic downturns, the "Reward Economy" showcases a proactive approach where consumers prioritize emotional value over mere functionality [2] - This consumption behavior indicates a significant shift in consumer decision-making, where emotional and psychological needs are increasingly prioritized alongside basic necessities [2][3] Group 2: Psychological and Social Drivers - The "Reward Economy" is supported by psychological resilience, where self-rewarding behaviors help individuals cope with stress and enhance mental well-being [3] - A notable increase in emotional and self-actualization needs, as per Maslow's hierarchy, drives consumers to seek products that provide emotional significance beyond their functional use [3] Group 3: Impact on Industry and Market Dynamics - The "Reward Economy" is reshaping consumer behavior and placing higher demands on supply-side industries, prompting innovation and the development of unique, high-quality products and services [4] - It encourages cross-industry integration, where traditional sectors like manufacturing and services merge to create new business models that enhance emotional value [4] - Cultural consumption is significantly boosted, particularly in areas like creative cultural products, which fosters the development of traditional culture through innovative transformation [4] Group 4: Regulatory and Market Considerations - The government is encouraged to promote rational consumption and prevent the pitfalls of consumerism associated with the "Reward Economy," ensuring that it serves broader human development goals [5] - Market regulation is essential to address issues like product quality and deceptive marketing practices, ensuring a trustworthy environment for consumers [5] - Companies are urged to enhance their supply capabilities and focus on delivering high-quality, emotionally resonant products, moving beyond superficial marketing tactics [5]