發(fā)布時間：2017-12-28 21:31

  本文關鍵詞：90后大學生生活形態(tài)與消費文化研究　出處：《吉林大學》2017年碩士論文　論文類型：學位論文

  更多相關文章： 90后大學生 生活形態(tài) 代際特征 消費文化 廣告營銷

【摘要】：在消費文化語境下,物質的極度豐富,90后大學生的生活形態(tài)會多少受到其影響,形成與過去幾代明顯的差異,主要是生活方式以及價值觀方面的不同。而隨之改變的,也有不斷創(chuàng)新的廣告宣傳方式和營銷手段,市場環(huán)境變得更為復雜。90后作為現(xiàn)階段的消費潛生力量,是消費市場要著重關注的目標群體。本文主要從90后的代際特征切入,研究90后與80后成長環(huán)境,生活方式上的差異,以及他們的自我認知概念,從而研究他們的消費方式、消費特征、消費環(huán)境所發(fā)生的變化。90后一代的消費觀念十分復雜,受更多更廣的領域影響。消費文化隨著改革開放進入中國,并成為一種新的消費主張,在這種情況下成長起來的90后,對于物質有更高的要求,他們將消費當成了一種娛樂消遣方式,在他們眼中商品是附加著復雜情感的物品,而消費行為也會受到群體內其他社會成員的影響。研究消費文化在90后大學生的體現(xiàn)以及消費文化觀念分類維度。在這一部分主要探討90后大學生的媒介接觸方式以及媒介觀念的差異。具體分析90后接觸網(wǎng)絡的初次節(jié)點,主要使用的社交媒體,分析90后大學生的消費文化觀念及接受商品信息的主要媒介渠道。在90后大學生生活形態(tài)細分的基礎下,劃分90后大學生的族群,分析提出具有針對性的廣告策劃營銷模式,引導市場關注90后大學生族群特點,從而整合更加有效地廣告營銷方案。
[Abstract]:In the context of consumption culture, the life form of post-90s college students will be greatly influenced by the extremely rich material. There are obvious differences between them, mainly from the different lifestyles and values. And with the change, there are constantly innovative ways of advertising and marketing, and the market environment becomes more complex. The post-90s, as the current consumption potential, is the target group that should be paid more attention to in the consumer market. From the intergenerational characteristics of post-90s, this paper studies the growth environment, lifestyle differences and their self-concept of post-90s and 1980s, so as to study their consumption patterns, consumption characteristics and consumption environment. The consumption concept of the post-90s generation is very complex and is affected by more and more broad fields. With the reform and opening up into the China consumption culture, and become a new consumer advocate, grew up in this case after 90, have higher requirements for the material, they will be spending as a way of entertainment, in their eyes is attached with the complex emotional items, and consumer behavior will be affected within the group of other members of the society. This paper studies the embodiment of consumer culture in the post-90s college students and the classification dimensions of the concept of consumer culture. In this part, we mainly discuss the difference of media contact and media concept of the post-90s college students. After analyzing the initial nodes of the 90's contact network and the social media used mainly, we analyzed the consumption culture and the main media channels to accept the commodity information. Based on the life form segmentation of post-90s college students, we divide the ethnic groups of post-90s college students, analyze and put forward targeted advertising planning and marketing mode, and guide the market to pay attention to the characteristics of the post-90s college students, so as to integrate more effective advertising marketing programs.
【學位授予單位】：吉林大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：F126.1;G645.5

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本文編號：1347515