封面
声明
致谢
中文摘要
英文摘要
目录
Introduction
1.Research Background
2.Research Questions
3.Research Significance
Chapter OneLiterary Review
1.1 Consumer culture theory
1.2 Consumer culture in China
1.3Wine Consumption in China
Chapter Two Methodology
2.1Data Collection
2.2Data analysis
Chapter Three Wine Consumption in China
3.1Wine history in China
3.2 Wine consumption in China between 2000 and 2011
3.3Wine consumption in contemporary China from 2011 up till now
Chapter Four Cultural discussion of the development of consumer culture in China
4.1 An overview of Chinese traditional consumptive ethics
4.2Cultural implications rooted in conspicuous consumption
4.3 Cultural factors reflected in rational consumption
Conclusion
1.Key findings and implications
2.Limitations and Suggestion
参考文献
AppendixI: Questionnaire
AppendixII:Guided Questions for Interview
AppendixIII: Guided Questions for Interview