《学习时报》：何为“犒赏经济”｜宏观经济

Core Viewpoint - The article discusses the emergence of a new consumption model called "Reward Economy" among the younger demographic in China, which is becoming a significant driver of domestic demand and consumption expansion as the economy transitions from high-speed growth to high-quality development [2][3]. Group 1: Definition and Characteristics of "Reward Economy" - "Reward Economy" refers to consumers purchasing non-essential goods or experiential services within their financial means to gain immediate pleasure, self-affirmation, and psychological healing in response to work and life pressures [3][4]. - This consumption behavior is increasingly popular among young people, serving as an important indicator of the vitality and resilience of the current Chinese consumer market [3][4]. Group 2: Psychological and Social Drivers - The rise of "Reward Economy" is driven by psychological and sociological factors, including the need for self-repair of psychological resilience and the significant elevation of demand levels as per Maslow's hierarchy of needs [6][7]. - Approximately 30% of young consumers engage in spending for emotional healing, indicating a shift from functional consumption to meaningful consumption, where products carry emotional significance beyond their material value [6][7]. Group 3: Impact on Industry and Market Dynamics - The development of "Reward Economy" is reshaping consumer behavior and imposing higher demands on the supply side, promoting industrial structural transformation and market vitality [7]. - Companies are adjusting product strategies to meet diverse, personalized, and quality-oriented consumer preferences, leading to innovation and the creation of new business models that integrate emotional value [7][8]. Group 4: Cultural Consumption and Economic Growth - A significant portion of spending within the "Reward Economy" is concentrated in the cultural and creative sectors, such as domestic cultural products and traditional crafts, which are driving the growth of the cultural industry and promoting the innovative development of traditional Chinese culture [7][8].