“90后”消费行为分析与营销策略研究

摘要

目前，“90后”已成为消费领域中的一股重要力量，同时又是未来消费潜力最大的消费群体；引领着消费领域的进步与升级。研究这部分人的消费心理与行为特征，把握其消费偏好，进行营销改革和创新，不仅可以使企业在目前的市场竞争中取得竞争优势，同时也有助于锁定未来几十年的市场。

本文通过研究90后消费群体成长的家庭和社会环境，收集相关的文献资料，分析他们的行为和个性特征，总结出他们的消费习惯和偏好。根据消费者行为学的相关理论和概念，有针对性的提出了定制营销，娱乐整合营销和体验营销等营销策略和企业经营方法。

关键词：90后，消费者行为，营销对策

Abstract

At present, the after 90 has become the consumption of a significant force. It is also the greatest potential for future consumption of consumer groups. They are leading the consumption and the progress of the upgrade. On this section of the consumer psychology and the behavioral characteristics, grasp the consumer preferences, for marketing and innovation, nor only can the present market competition for competitive advantage, while also helping to lock the comi ng decades of the market.

This article by studying consumer groups after 90 growing family and social environment, collect relevant documentation, analysis of their behavior and personality characteristics, their consumption habits and preferences. Acco rding to consumer behavior of the relevant theories and concepts, targeted offers marketing strategy and business methods, Customized marketing, Entertainment marketing and Experiential marketing.

Keywords:after 90, consumer behavior, marketing

目录

引言 (1)

第1章概论 (2)

1.1“90后”的界定 (2)

1.2世代的概念 (2)

1.390后群体对消费的重要意义 (3)

第2章消费者行为学相关理论研究 (5)

2.1消费者行为学的概述 (5)

2.2消费者行为学的研究内容 (5)

2.3研究消费者行为的原则 (5)

2.4研究消费者行为的意义 (6)

第3章90后的个性特征和消费偏好 (7)

3.1消费者的个性特征 (7)

3.290后的个性特征 (7)

3.390后的消费偏好 (11)

第4章针对90后消费群体的营销策略 (12)

4.1开展定制营销，满足90后的个性化需求 (12)

4.2开展娱乐营销，全方位接触和影响消费者 (13)

4.3开展体验营销，让90后顾客参与其中 (14)

结束语 (16)

参考文献 (17)

致谢 (18)