论文部分内容阅读
随着消费领域中的“碎片化”倾向日益显著,企业经营者日益陷于困顿,消费市场的“分化”是否是消费的惟一趋势?在梳理消费分化现象的过程当中,我们发现了附着在“分化”背面的另一个现象——“重聚”。科学进步、技术更新、生产力发展逐步对大众消费市场产生深刻影响。消费者由于地理因素、人口统计特征、心理特征、行为特征等方面的差异被划分为不同消费群体,形成消费分化。同一阶层内部的消费者由于态度观念、生活方式的不同呈现出“碎片化”趋势,这是消费分化达到极致的表现。消费分化的过程同时也就是消费重聚的过程。由于消费分化形成的某一个特定消费群体,就是拥有某种特征的消费者聚合体。在经济环境和媒介环境都已发生巨大变化的当今社会,局限于传统指标进行消费者的分化与聚合已不足以适应市场发展的需要,将消费者生活方式某些方面的突出特征综合起来才能勾画出立体、生动、高度同质化的消费群体。
With the tendency of “fragmentation ” in the field of consumption increasing day by day, the business operators are increasingly in a dilemma. Is “differentiation” in the consumer market the only trend of consumption? In the process of sorting out the phenomenon of consumer disintegration, we found Another phenomenon attached to the back of the “differentiation” - “reunion ”. Scientific progress, technological upgrading and the development of productivity gradually have a profound impact on the mass consumer market. Consumers are divided into different consumer groups because of geographical factors, demographic characteristics, psychological characteristics, behavioral characteristics and other differences, forming a consumer division. Consumers within the same class have a tendency of “fragmentation” due to different attitudes and lifestyles. This is the most extreme manifestation of the division of consumption. The process of consumer differentiation is also the process of consumer reunification. As a particular consumer groups formed by consumer differentiation, is to have a certain characteristics of consumer aggregates. In today’s society where both the economic environment and the media environment have undergone tremendous changes, it is not enough for the traditional indicators to differentiate and aggregate consumers to meet the needs of market development. Only by combining the outstanding features of some aspects of consumer lifestyles, A three-dimensional, vivid, highly homogeneous consumer groups.