(1) The consumption caused by conformity psychology, Chinese aunts follow the trend, buy gold crazily, and blindly follow the crowd; The consumption led by realistic psychology, some consumers buy it for their own use, which is cheap and reasonable, and is a rational consumption behavior; Consumption caused by comparison psychology, some consumers compare with others, and buy and wear gold just to show off their wealth. (Answer any two points and four points)

Enlightenment: Be rational consumers and practice correct principles. Live within our means and spend moderately. When consuming, we should consider our own economic affordability and adhere to the principle of moderation; Avoid blind obedience and rational consumption. Avoid blindly following the trend and avoiding emotional consumption. (2 points per point, ***4 points)

(2) The company should formulate a correct business strategy. Gold enterprises can explore the consumer market by reducing prices, promoting sales, reducing manual costs and processing gold handicrafts. Companies should improve their independent innovation ability, rely on technological progress and scientific management, and form their own competitive advantages. Gold enterprises should innovate the sales model, improve the quality of gold products and improve the service level. Companies should operate in good faith and establish a good reputation and corporate image. Gold enterprises should ensure the purity and quality of gold and do a good job in after-sales service and advertising (4 points each, *** 12 points).

Analysis of test questions: (1)① These questions must be in the form of relevant situational materials, which generally contain multiple meanings. Generally, the question is "How are the above materials reflected ……" In terms of logical thinking form, this kind of questions belong to deductive subjective questions from general to individual. When answering questions, first write out the knowledge points in the textbook, and then use the key words in the material to explain that it embodies this principle, that is, combine ideas with materials. The specific idea to solve the problem is: fixed point-contact-arrangement-answer. The question is based on the knowledge of economic life to answer the consumer psychological analysis of Chinese aunts buying gold. It is necessary to combine the materials, choose a suitable angle, and start with knowledge points such as consumer psychology. (2) Enlightening short answer questions require candidates to summarize general theoretical inspiration from the perspective of disciplines (politics, economy, philosophy) by analyzing the situational materials of the questions, that is, the educational significance to mankind. The answer should be a combination of ideas and materials. It can be explained from the perspective of how to establish a correct consumption concept. To answer this question, you need to explain why and how to do it. Therefore, the relevant theoretical basis should be put forward first, and then the methods, ways or measures to solve the problem should be put forward in combination with the materials. From the perspective of economic life, it is necessary to expand knowledge points and explain the factors of successful operation of the company.