家庭是一个消费单位,作为一个初级的社会群体。家庭这个消费单位有它自己的活动特点和规律。在广告策略上,有一种重要的参照系统,即“家庭生命周期”。根据这个周期,研究随时间的推移家庭的发展,确定各种阶段性的变化对产品需求的影响,以便能更准确地把握市场。我国社会学界大都将家庭生命周期分为6个阶段:一是家庭建立阶段;二是 The family is a consumer unit as a primary social group. The consumer unit of the family has its own characteristics and laws of activity. In advertising strategy, there is an important reference system, namely “family life cycle.” According to this cycle, the development of families over time is examined to determine the impact of various phased changes on product demand so that markets can be more accurately captured. Most of China’s sociology of the family life cycle is divided into six stages: First, the stage of family establishment; the second is