在人际关系的处理中难以离开“送礼”行为,于是礼品消费被放到了一个较高的地位。通过搜集中外文献,本文展示了礼品消费领域在国内外的发展,通过目前国内外发展现状,从不同角度进行分析比较,并提出了未来的研究方向。 Difficult to leave in the interpersonal relationship “gift ” behavior, so gift spending was put in a higher position. Through the collection of Chinese and foreign literature, this article shows the development of the field of gift consumption at home and abroad, through the current development at home and abroad, from different angles for analysis and comparison, and puts forward the future research direction.