摘要
在人的一生中，会经历无数个过渡仪式，我们的生活充满了各种各样的仪式化行为。近二三十年来，研究消费者行为的学者开始关注仪式场合——圣诞节，感恩节，万圣节以及过渡仪式。然而，婚礼消费仪式受到较少研究者的关注。对于我们中国每一个家庭来讲，结婚都是一项很重大的决定。无论是新婚夫妇还是双方家长，对儿女一生仅有一次的婚礼，都会倾注很多精力办一场风光的婚礼。
国家统计局的数据表明，从 2010 年至 2014 年的 5 年间，我国内地居民平均每年登记结婚约 1300 万对。如果仅按每对新婚夫妇平均消费 5 万元来计算，总体消费规模也有上亿之巨。这也是为何很多行业和公司如此关注结婚市场的原因。
本文使用扎根理论对建国以来的婚礼消费仪式中人们消费偏好的变迁进行了探索性研究。数据来源于人民日报、谷歌搜索、中国知网，以“婚礼”、“婚礼变迁”、“婚礼仪式”等关键词进行网络文本的搜集，其中中国知网上的文献仅限营销领域。文章对文本资料进行三级编码以及理论建构，最终得出建国以来在婚礼消费仪式中所体现出来的“变”与“不变”。具体来说，物质主义、文化混搭、现代化这 3 个主范畴是建国以来婚礼中消费者消费行为的主要变化。其中，物质主义包括炫耀性消费、面子消费、符号消费、地位焦虑 4 个具体维度；文化混搭包括传统文化的继承、西洋文化的渗入、中西方文化融合、传统文化复苏 4 个具体维度：现代化包括新角色、新科技 2 个具体维度。家庭是建国以来婚礼消费仪式中体现出的“不变”，幸福感是家庭的本质追求，包括仪式感和和谐两个具体维度。
本研究深入探讨了建国后婚礼消费仪式变迁的“变”与“不变”，体现了消费者在婚礼消费中消费偏好的转移，不但具有理论价值，而且有助于婚庆公司制定营销策略，具有重要的现实意义。
关键词：消费仪式；婚礼；变迁；扎根理论
ABSTRACT
During the lifetime of a person, there will be numerous transitionalceremonies. Our life is full of various ritualistic behaviors. For the past twoor three decades, scholars studying consumer behavior have begun to payattention to ceremonial occasions - Christmas, Thanksgiving, Halloweenand transitional ceremonies. However, the wedding ceremony was lessconcerned by the researchers. Marriage is a crucial decision for everyChinese family. In line with the idea of "only once a year", both thenewlyweds and the parents of both parties hope that the beautiful scenerywill be well-married. According to data from the National Bureau ofStatistics, during the five years from 2010 to 2014, the average number ofmarriages registered by mainland residents in China was about 13 millionpairs per year. If the average consumption of each newly-married couple isonly 50,000 yuan, the overall consumption scale will also be hundreds ofmillions. Therefore, it is of great value to study the wedding ceremony.
This article uses the grounding theory to carry out an exploratorystudy on the changes of people's consumption preferences in the weddingceremony since the founding of the People's Republic of China. The datacomes from the People's Daily, Google Search, and China KnowledgeNetwork, and collects online texts with keywords such as “wedding”,“wedding changes”, and “wedding ceremony”. Among them, the literatureon China Known Online is limited to marketing. The article carries outthree levels of coding and theoretical construction of textual data, andfinally arrives at the "changes" and "invariances" manifested in thewedding spending ceremony since the founding of the People's Republicof China. Specifically, the three main categories of materialism, culturalmashup, and modernization are the main changes in consumer behavior in weddings since the founding of the People's Republic of China. Amongthem, materialism includes four specific factors: conspicuous consumption,face consumption, symbol consumption, and status anxiety. Culturalmashups include the inheritance of traditional culture, the infiltration ofWestern culture, the fusion of Chinese and Western cultures, and therecovery of traditional culture. Modern elements and new technologies aretwo specific factors. The family is "unchanged" in the wedding ceremonysince the founding of the People's Republic. The sense of well-being is theessential pursuit of the family, including two specific factors of ritual senseand harmony.
This study deeply discusses the "changes" and "invariability" ofchanges in wedding spending rituals after the founding of the People'sRepublic of China. It embodies the transfer of consumer preferences inwedding spending. It not only has theoretical value, but also helps weddingcompanies formulate marketing strategies. Important practical significance.
Keywords: consumption ritual；wedding；transition；Grounded theory
目录
摘要.
ABSTRACT
第一章 绪论.
1.1 研究背景
1.2 研究意义
1.3 本文的研究思路及创新点
1.3.1 本文的研究思路
1.3.2 本文的创新点
第二章 文献综述.
2.1 仪式相关文献综述
2.1.1 仪式
2.1.2 仪式在营销中的体现——消费仪式
2.2 婚礼相关研究综述.
2.2.1 婚礼
2.2.2 婚礼消费仪式.
2.2.3 婚礼消费仪式变迁 .
第三章 研究方法：扎根理论方法的选取与运用
3.1 扎根理论方法概述.
3.1.1 持续比较和理论抽样.
3.1.2 扎根理论研究流程图.
3.2 本文对扎根理论研究方法的运用.
第四章 数据来源与编码过程
4.1 数据来源.
4.2 建国后婚礼消费仪式中婚礼用品的变迁.
4.2.1 婚礼消费仪式的主要构成要素.
4.2.2 婚礼形式的变迁 .
4.2.5 婚纱照的变迁 .
4.2.6 喜糖的变迁 .
4.2.7 婚宴的变迁 .
4.2.8 喜字的变迁 .
4.3 范畴提炼和模型建构 .
4.3.1 开放式编码 .
4.3.2 主轴编码 .
4.3.3 选择性编码 .
4.3.4 理论饱和度检验 .
第五章 结论及研究不足
5.1 研究结论.
5.1.1 物质主义 .
5.1.2 文化混搭 .
5.1.3 现代化 .
5.1.4 家庭 .
5.1.5 幸福感 .
5.2 研究局限与进一步研究建议.
5.2.1 研究局限 .
5.2.2 进一步研究建议
参考文献
致谢
