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所谓引导消费是指国家或社会经济组织从外界依照既定的方向,通过一定的经济手段、政策、规划和宣传教育等去影响消费者,达到影响消费的目的,其突出特点,是非强制性、诱导性。引导消费的对象是消费者。从经济运行的过程来看,所要影响的,不只是消费过程的消费行为,而且包括商品从流通领域进入消费领域的买卖行为以及为准备消费的保管、消费前加工、消费后处理行为,消费者能力的培养和提高等等,这样才能全面实现引导消费目的。并非任何人都懂得消费,没有任何一个人能够成为懂得一切产品使用价值的行家,能够了解一切产品的性能、特点、保管、消费前加工以及使用、利用和享受的方法。这就需要通过引导消费来培养和提高消费能力。消费能力的大小,不仅关系消费者个人能否消费,而且关系消费者的消费效果,消费者自身的才干,从一个侧面反映人的文化素养和文明程度。
The so-called guide consumption refers to the state or socio-economic organizations from the outside world in accordance with the established direction, through certain economic instruments, policies, planning and publicity and education to affect consumers, to achieve the purpose of affecting consumption, its salient features are non-mandatory, induced Sex. The object of consumer guidance is consumer. From the perspective of economic operation, what we are going to influence is not only the consumption behavior in the consumption process, but also the buying and selling behavior of the commodity from the circulation field to the consumption field, the custody of preparation consumption, the processing before consumption, the post-consumer behavior, the consumer Ability to raise and improve, etc., so as to fully realize the purpose of guiding consumption. Not everyone knows how to consume. No one can become an expert who understands the value of all products and can understand the performance, characteristics, custody, pre-consumer processing and use, utilization and enjoyment of all products. This requires training and raising spending power by directing consumption. The size of the spending power, not only related to the individual consumer can consume, but also the relationship between consumer spending, consumers own talent, from one side of the human cultural literacy and degree of civilization.