| Budget Amount *help |
¥6,740,000 (Direct Cost: ¥5,600,000、Indirect Cost: ¥1,140,000)
Fiscal Year 2010: ¥1,300,000 (Direct Cost: ¥1,000,000、Indirect Cost: ¥300,000)
Fiscal Year 2009: ¥1,820,000 (Direct Cost: ¥1,400,000、Indirect Cost: ¥420,000)
Fiscal Year 2008: ¥1,820,000 (Direct Cost: ¥1,400,000、Indirect Cost: ¥420,000)
Fiscal Year 2007: ¥900,000 (Direct Cost: ¥900,000)
Fiscal Year 2006: ¥900,000 (Direct Cost: ¥900,000)
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| Research Abstract |
This study carried out the quantitative and qualitative researches while building the theory framework to clarify the relations of the department store and the consumption culture in China. In the empirical study, I carried out the researches which were focused on the persons who are in charge of the main department stores in China, and the consumers of the middle upper segmentation who are the opinion leaders of the consumption culture. And all of these researches reached the necessary sample numbers and were able to obtain the database which became the base of the study of the department store. From these researches, the fact that the difference of the recognition about the cultural function among deferent department stores, deferent areas in China is proved. Furthermore, the expenditure of consumers steadily shifts from "thing" to "intangible value" or "service" in China. The results of this study demonstrate that the "cultural function" is the main element on how the department stores in China fit such rapid change occurring in the consumption trend.
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