Two Ways into the Mass Consumer Society? East and West German Retail within the Structural Change (1961 - 2000) - Renewal Proposal.

研究项目涉及世纪最后四十年德国零售业的发展。由于纳入了民主德国、“旧”和“新”联邦共和国德国，因此采用了跨时代和跨系统的方法（1961 - 1990年，1990年代）。首先，零售业对两个德国和新统一的德国的国民经济结构变化的贡献构成了调查的主题之一。第二，零售业本身的结构变化代表了另一种变化。除了在分裂的德国中两种经济体系之间明显的监管差异外，还分析了零售业和私人商品和服务消费发展的相似之处。在这里，一些特定的问题站在前列：哪些分配方式在特定时期是典型的？在那个时期，典型的零售商店是什么？特定的新产品何时成为商品和服务大众消费的一部分？该项目研究了进入大众消费社会的方式，首先是分离，然后是统一，商品和服务成为消费目标定义以及消费者行为和思维特征的构成要素。此外，在结构变化过程中的行动者的母题本身和互动的影响立场，尽可能地，在研究的重点。最后，零售业的发展，分别由当局和人口的其他德国国家的看法代表了另一个研究课题。在这里，我们将特别考虑东德人对联邦共和国事态发展的观察。结果将在专著中发表。一些详细的结果已经在文章中发表。

The research projects deals with the development of retailing in Germany in the last four decades of the 20th century. With the inclusion of the GDR, the "old" and the "new" Federal Republic of Germany, it applies a cross-era as well as a cross-system approach (1961 - 1990, 1990s). At first, the contribution of the retail industry to the structural changes in the national economies of the two German states and the newly unified Germany constitutes one topic of the investigation. At second, the structural changes within the retail industry itself represent another-one. Apart from the obvious regulatory distinctions between the two economic systems in divided Germany, similarities in the development of retailing and of private consumption of goods and services are analyzed. Here, some particular questions stand in the forefront: Which ways of distribution were typical in certain periods of time? What was the typical retail store in those periods of time? When particular new products became part of the mass consumption of goods and services? The project investigates the, firstly, separated, then, secondly, unified way(s) into the mass consumer society, with goods and services becoming formative elements in the definition of goals of consumption as well as in the characterization of the behavior and the thinking of consumers. Furthermore, the motifs of the actors during the process of structural change itself and the interactive influencing stand, as far as it is possible, in the focus of the study. Finally, the perception of developments in the retail industry of the, respectively, other German state by authorities and the population represents another topic of the study. Here, especially, the East Germans observation of developments in the Federal Republic will be considered. Results are to published in a monograph. Some detailed results have been published, already, in articles.