当代大众消费特点及企业营销策略探讨

发布时间：2018-03-09 14:12

本文选题：大众消费　切入点：创新　出处：《商业时代》2013年03期 　论文类型：期刊论文

【摘要】：本文通过对我国消费市场的分析,梳理了当前大众消费的特点、表现形式以及形成因素,并为处于困境中的我国企业在经营决策上提出参考建议。当前理性消费是大众消费的主流,以奢侈消费为代表的炫耀性消费已经成为潮流,而由年轻一代主导的未来消费市场则表现出个性化消费的倾向。这表明,我国消费市场已经进入新的发展阶段,我国企业面临着新的挑战。在此基础上,本文提出企业的应对策略,一是创新打造独特的竞争力,包括技术创新、服务创新和营销创新;二是专注培育顾客的忠诚度,包括专注于消费者需求研究,专注于行业发展研究,以及专注于经营环境的研究;三是合作缔结坚实的共同体,提升自身的竞争力。文章列举了可能的合作形式,如供应链合作、管理流程合作和跨行业合作。
[Abstract]:Based on the analysis of the consumption market in China, this paper combs the characteristics, forms and forming factors of the current mass consumption. At present, rational consumption is the mainstream of mass consumption, and conspicuous consumption, represented by luxury consumption, has become the trend. However, the future consumer market, dominated by the younger generation, shows the tendency of individualized consumption. This indicates that the consumer market in China has entered a new stage of development, and Chinese enterprises are facing new challenges. This paper puts forward the coping strategies of enterprises, one is to innovate to create unique competitiveness, including technological innovation, service innovation and marketing innovation, the other is to focus on cultivating customer loyalty, including focusing on the research of consumer demand. Focus on industry development, and focus on the business environment; third, work together to form a solid community to enhance their competitiveness. The article lists possible forms of cooperation, such as supply chain cooperation, Manage process cooperation and cross-industry cooperation.
【作者单位】：浙江金融职业学院;
【分类号】：F274

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