90后大学生生活形态与消费文化研究

发布时间：2017-12-28 21:31

本文关键词：90后大学生生活形态与消费文化研究　出处：《吉林大学》2017年硕士论文　论文类型：学位论文

【摘要】：在消费文化语境下,物质的极度丰富,90后大学生的生活形态会多少受到其影响,形成与过去几代明显的差异,主要是生活方式以及价值观方面的不同。而随之改变的,也有不断创新的广告宣传方式和营销手段,市场环境变得更为复杂。90后作为现阶段的消费潜生力量,是消费市场要着重关注的目标群体。本文主要从90后的代际特征切入,研究90后与80后成长环境,生活方式上的差异,以及他们的自我认知概念,从而研究他们的消费方式、消费特征、消费环境所发生的变化。90后一代的消费观念十分复杂,受更多更广的领域影响。消费文化随着改革开放进入中国,并成为一种新的消费主张,在这种情况下成长起来的90后,对于物质有更高的要求,他们将消费当成了一种娱乐消遣方式,在他们眼中商品是附加着复杂情感的物品,而消费行为也会受到群体内其他社会成员的影响。研究消费文化在90后大学生的体现以及消费文化观念分类维度。在这一部分主要探讨90后大学生的媒介接触方式以及媒介观念的差异。具体分析90后接触网络的初次节点,主要使用的社交媒体,分析90后大学生的消费文化观念及接受商品信息的主要媒介渠道。在90后大学生生活形态细分的基础下,划分90后大学生的族群,分析提出具有针对性的广告策划营销模式,引导市场关注90后大学生族群特点,从而整合更加有效地广告营销方案。
[Abstract]:In the context of consumption culture, the life form of post-90s college students will be greatly influenced by the extremely rich material. There are obvious differences between them, mainly from the different lifestyles and values. And with the change, there are constantly innovative ways of advertising and marketing, and the market environment becomes more complex. The post-90s, as the current consumption potential, is the target group that should be paid more attention to in the consumer market. From the intergenerational characteristics of post-90s, this paper studies the growth environment, lifestyle differences and their self-concept of post-90s and 1980s, so as to study their consumption patterns, consumption characteristics and consumption environment. The consumption concept of the post-90s generation is very complex and is affected by more and more broad fields. With the reform and opening up into the China consumption culture, and become a new consumer advocate, grew up in this case after 90, have higher requirements for the material, they will be spending as a way of entertainment, in their eyes is attached with the complex emotional items, and consumer behavior will be affected within the group of other members of the society. This paper studies the embodiment of consumer culture in the post-90s college students and the classification dimensions of the concept of consumer culture. In this part, we mainly discuss the difference of media contact and media concept of the post-90s college students. After analyzing the initial nodes of the 90's contact network and the social media used mainly, we analyzed the consumption culture and the main media channels to accept the commodity information. Based on the life form segmentation of post-90s college students, we divide the ethnic groups of post-90s college students, analyze and put forward targeted advertising planning and marketing mode, and guide the market to pay attention to the characteristics of the post-90s college students, so as to integrate more effective advertising marketing programs.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F126.1;G645.5

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