随着市场经济的发展以及人民生活水平的普遍提高,越来越多的人有更多的精力和财力去关注传统文化中关于“本命年”的习俗。于是,“本命年市场”发展迅速、愈演愈烈,所带动的消费更是一发不可收拾。本文就此现象,从消费者的心理出发,剖析“本命年消费热”所产生的原因以及在此类市场中传播的影响与作用。 With the development of the market economy and the general improvement of people’s living standard, more and more people have more energy and financial resources to pay attention to the traditional culture’s custom on “natal year ”. As a result, “Ben life market ” has developed rapidly, intensified, driven by the consumer is out of control. This article on this phenomenon, starting from the consumer psychology, analysis of “consumer life ” the reasons for the emergence and spread in such markets, the impact and role.