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随着中国新一批中产阶级的崛起和消费者自我意识的增强,消费群体更加趋于细分,除了基于消费者各自的人口统计学特征外,消费者的生活方式和态度成为区隔消费群体的重要维度。当前的消费者更加注重自我内心深处正面的满足体验,将过去的情感植入到当前的消费过程中,更加注重健康的消费。由此,本文总结了在当前数字时代背景下中国消费市场和消费者行为研究中值得关注的三大趋势,试图为消费者领域的策略和研究找到新的机会和切入点。
With the rise of a new batch of middle class in China and the increasing self-awareness of consumers, consumer groups tend to be more subdivided. Apart from their own demographic characteristics, consumers’ lifestyles and attitudes become the most important consumer segments Important dimension. The current consumer pays more attention to satisfying the positive experience in his own heart, implants past emotions into the current consumption process and pays more attention to healthy consumption. Therefore, this article summarizes three major trends deserving attention in the research on Chinese consumer market and consumer behavior in the current digital age, trying to find new opportunities and entry points for the strategies and research in the consumer field.