中国经济飞速发展使中国融入世界的进程加快,各种文化价值观念在人们的思想领域相互撞击。人们越来越深刻的感受到在经济全球化的背景下,中国的文化价值观正发生着变化。社会经济关系和生产方式发生了重大变革而导致了传统价值观在现代转型中的更新。本文以文化价值观变化为背景,具体探讨消费者行为以及企业管理所体现的一些变化。 With the rapid development of China’s economy, the process of China’s integration into the world has been accelerated and various cultural values ​​have hit each other in people’s fields of thought. People are feeling more and more deeply that the cultural values ​​of China are undergoing changes in the context of economic globalization. Major changes have taken place in the socio-economic relations and modes of production, leading to the renewal of traditional values ​​in the modern transformation. Based on the change of cultural values, this paper discusses the changes in consumer behavior and business management.