Not only does the new normal background have impact on gift market to some extent,but also gain an opportunity to develop in a healthy way.Through the investigation of Chinese gift ideology, we analyze the relationship between gift buying motivation and customers’attitude towards gifts,as well as the relationship between the two mentioned above and the characteristics of the gift buyers or their cognition.And in accordance with the gift giving motivation,the gift consumption is divided into emotional cause,reciprocal cause and connection exploiting types.So,we analyze the gift ideology of these types,and then give proposals of gift marketing inspiration for a positive development of the gift market.%在新常态背景下，礼品市场虽然受到一定程度的冲击，但是也存在着向良性发展的契机。本文通过对礼品馈赠观念的调查，分析礼品购买动机和对待礼品态度之间关系，以及它们与礼品购买者特征及其认知之间的关系。在调查结果和数据分析的基础上，通过分析礼品赠送动机，把礼品消费分为感情型、礼节型、走关系型三类礼品消费者，并分析这三类礼品消费者的礼品观念，从而为礼品市场良性发展提出相关营销启示。
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