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面对我国居民消费价格指数(CPI)不断抬升的现实,全新消费群体“虾米族”的基于中国传统的精打细算理念与从西方引入的追求时尚,满足诸多需求理念相结合的新型消费理念对我国当前的年轻旅游消费市场产生了巨大的影响。本文采用网站搜集方法以及针对“虾窝”的网上问卷调查,通过内容分析得出“虾米族”群体的消费行为偏好及习惯,并在旅游消费行为偏好的相关研究成果的基础上探究“虾米族”群体的旅游消费行为偏好特征,进而针对虾米族人群在旅游中独有的特点及4R营销理论提出更有效的营销建议,旨在通过有效的市场营销策略积极推动新时期新背景下“虾米族”这一新型旅游消费市场的健康持续发展。
Faced with the reality of China’s consumer price index (CPI) constantly rising, the new consumer groups “shrimp family ” based on the traditional Chinese meticulous accounting concept and the introduction of the West from the pursuit of fashion, to meet the needs of many ideas, a combination of new consumer ideas The current young tourist market in our country has had a huge impact. Based on the online questionnaire survey of “shrimp nest” and through the analysis of the content, this paper draws the consumer behavior preferences and habits of the “shrimp and rice clans” group. Based on the research results of the travel consumer behavior preference Explore the preference characteristics of tourism consumption behavior of “Shimizu” group, and then put forward more effective marketing suggestions according to the unique characteristics of shrimp and Mimi in tourism and 4R marketing theory, aiming to actively promote the new era through effective marketing strategy Under the new background “Shimizu ” the healthy development of the new tourism consumer market.