中国80后独生代的消费趋势对未来广告策略的影响

发布时间：2018-05-16 01:46

本文选题：80后独生代 + 消费行为　；参考：《内蒙古师范大学》2008年硕士论文

【摘要】： 众所周知,人类要生存就必须消费。消费行为是社会发展的一种普通现象,也是我们每一个人都离不开的日常生活行为。研究消费者行为对理解消费者的心理和行为,达成与消费者之间更有效的沟通,影响与改变消费者行为和理念以及获得长久的消费者关系,都是必不可少的。自1979年中国政府开始实行“一对夫妇只生育一个孩子”,这一史无前例的国家政策造就了现今为数大约1亿多的独生子女人群,而且随着时间的推移,这个人群还将进一步扩大。中国的80后独生代是一个庞大而特殊的群体,他们覆盖了从学校到职场的年轻一族。 80后的独生代是非常特殊的一代,他们已经成为一个令世人瞩目的消费群体,独立、自信、个性、追求时尚是他们的专属名词。他们有全新的生活态度和消费理念,他们所掌握的一切,都将刺激时下乃至未来的各个行业的消费需求,形成可观的购买能力。他们的喜好、他们的文化心理特征以及消费意识影响着时代的潮流趋势,而他们不断强大的消费话语权力也让不少企业觉察到其所带来的商机和威胁。比尔盖茨曾聘请了两名十几岁的少年作为公司的潮流顾问,定期向微软公司的高层管理者讲述近期青少年群体中的流行话题、热衷的游戏、感兴趣的玩具等。永远走在社会发展的最前沿,领先一步把握住80后的独生代消费群体的消费心理,这正是微软公司最卓越之处。深度解读这群消费群体的消费密码,把握未来潮流发展趋势,耐克、麦当劳、微软等公司的成功或许给了我们最好的启示。本文通过对80后独生代年轻一族的消费行为和消费特点的分析与研究,得出80后独生代所关注的一切衣、食、住、行都将是企业打动他们的原动力,成为吸引这群消费者注意力的出发点,他们特有的这种消费行为特点将会在很大程度上改变中国当下的消费形态,在不久的未来成为中国主流的消费趋势。企业可以通过将80后独生代的消费群体作为研究主体,充分搜集和了解消费者的需要、愿望以及心理、行为等特征,才能迎合这群80后独生代消费者的喜好,制定出相关的市场营销和广告策略,有效地使企业自身的产品推陈出新,从而不断地迎合这群青年的审美情趣、消费理念、时尚文化等。与此同时,与80后独生代消费群紧密相连的广告行业也将受到很大的冲击,对未来的广告策略、广告设计和广告媒介带来巨大的影响。只有充分的了解和分析80后独生代特有的生活习惯、思想感情、消费心理和消费趋势,才能行之有效地改善企业产品自身的不足,满足80后独生代消费者的心理需要;迎合这群年轻一族消费者的欣赏口味,制定出专属于他们的广告营销策略,才能在这个商品和信息飞速发展的时代里,使产品和广告融入这群年轻消费者生活,变成日常生活中不可缺少的组成部分,对未来企业产品的开发,广告营销策略都具有很大的现实意义。
[Abstract]:As we all know, human beings need to consume. Consumption behavior is a common phenomenon of social development, and it is also an everyday behavior that every one of us can't leave. It is a study of consumer behavior to understand consumers' psychology and behavior, to achieve more effective gap with consumers, to influence and change consumer behavior and ideas, and to change consumer behavior and ideas. Getting long-term consumer relations is essential.
Since the Chinese government began to carry out "one couple only one child" since 1979, this unprecedented national policy has created about more than 100 million of the only child people today, and as time goes on, the population will be further expanded. A young people from school to workplace.
The only generation after the 1980s is a very special generation, and they have become a consumer group that attracts the world's attention. Independence, self-confidence, personality and pursuit of fashion are their exclusive nouns. They have a new life attitude and consumption concept. All they master will stimulate the consumption demand of every industry in the future and even in the future. The ability to buy, their preferences, their cultural and psychological characteristics, and the sense of consumption affect the trend of the times, and their constant power of consumer discourse makes many businesses aware of the opportunities and threats it brings. Bill Gates hired two teenage teenagers as the company's trend advisor to Microsoft regularly. The top management of the company tells the popular topics of the recent youth group, the game of passion, the toys of interest, and so on. It is always the forefront of the social development to grasp the consumer psychology of the only generation of the only generation after the 1980s, which is the most outstanding of the Microsoft Corp. To grasp the trend of future development, the success of Nike, McDonald's, Microsoft and other companies may give us the best inspiration.
Through the analysis and study of the consumption behavior and consumption characteristics of the young one generation of the only generation of the only generation after the 1980s, this paper draws the conclusion that all clothing, food, living and practice of the only generation after the 1980s will be the motive force of the enterprise to move them, and become the starting point to attract the attention of this group of consumers, and the characteristics of their special consumption behavior will be changed to a great extent. The current consumption pattern in China becomes the mainstream consumer trend in China in the near future. By taking the consumer group of the only generation after the 1980s as the research subject, we can fully collect and understand the consumer's needs, desire, psychology, behavior and other characteristics, so as to cater for the preference of this group of only generation consumers after the 1980s and formulate relevant cities. Field marketing and advertising strategies effectively make the products of the enterprise new, thus constantly cater to this group of young people's aesthetic interest, consumption concept, fashion culture, etc. at the same time, the advertising industry, which is closely linked with the only generation of consumer groups after the 1980s, will also be greatly impacted on the future advertising strategy, advertising design and advertising media. A great influence.
Only by fully understanding and analyzing the unique living habits, thoughts, feelings, consumption psychology and consumption trends of the post-80s generation, can we effectively improve the shortage of enterprise products and meet the psychological needs of the only generation consumers in the post 80s generation, cater for the taste of this group of young consumers and formulate the advertising marketing strategies that belong to them. In a period of rapid development of this commodity and information, the product and advertising can be integrated into the life of this group of young consumers and become an indispensable part of daily life. It is of great practical significance to the development of future enterprise products and advertising marketing strategies.

【学位授予单位】：内蒙古师范大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F713.8;C913.3

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