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本文通过针对大学生这一消费群体的生活方式进行研究:族群定位、心理与诉求嗜好的生活观念、购物与理财的消费观念、媒体与偶像偏好的传媒观念,来构架不同消费者生活方式,借以细分出不同的消费群体,可以让企业在选择目标时。对他们的偏好有更深入的了解,并规划针对性特征进行产品定位,选择针对性的营销通路和媒体广告。这样才能抓住消费者的行为动态来掌握未来市场的走向,促进品牌长久发展。
This article studies the way of life for college students: the concept of ethnic group, the concept of life and psychology of appealing to hobbies, the concept of consumption in shopping and managing money, the concept of media and the preference of idols in the media to construct different life styles of consumers, Separate the different consumer groups, allowing businesses in the choice of the target. Have a deeper understanding of their preferences, and plan targeted features for product positioning, select targeted marketing channels and media ads. In order to seize the dynamic behavior of consumers to grasp the future direction of the market and promote long-term development of the brand.