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如何分析80后生代,抓住80后生代的行为特征和消费特点,已成为企业市场营销的重中之重。虽然国内外对于80后生代研究层出不穷,但对于其特征的刻画缺乏系统性。本文通过对我国部分城市80后生代实证数据研究,总结出80后生代鲜明的″I″生代的时代个性,勾勒出80后生代的生活期望,依据两个纬度细分出80后生代的特定部落群。最后,结合80后生代的行为特征和消费特点提出企业营销建议,为企业的营销实践提供新的理论支持。
How to analyze the characteristics of 80 generations and the characteristics of post-80 generations and the characteristics of consumption have become the top priority of enterprise marketing. Although there is an endless stream of research on the post-80s generation at home and abroad, its characterization is not systematic. Through the research on the empirical data of 80 generations in some cities in our country, this paper summarizes the contemporary personality of “I” generation in the 80 generation and outlines the life expectancy of the generation 80 in the future, and subdivides the generation of the 80 generation in accordance with the two latitudes Tribal groups. Finally, combining the post-generational behavioral characteristics and consumer characteristics of the 80th generation to put forward the marketing suggestions of enterprises, providing new theoretical support for the marketing practice of enterprises.