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

  更多相關(guān)文章： 90后大學(xué)生 生活形態(tài) 代際特征 消費(fèi)文化 廣告營(yíng)銷

【摘要】：在消費(fèi)文化語境下,物質(zhì)的極度豐富,90后大學(xué)生的生活形態(tài)會(huì)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(jià)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(yíng)銷手段,市場(chǎng)環(huán)境變得更為復(fù)雜。90后作為現(xiàn)階段的消費(fèi)潛生力量,是消費(fèi)市場(chǎng)要著重關(guān)注的目標(biāo)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(zhǎng)環(huán)境,生活方式上的差異,以及他們的自我認(rèn)知概念,從而研究他們的消費(fèi)方式、消費(fèi)特征、消費(fèi)環(huán)境所發(fā)生的變化。90后一代的消費(fèi)觀念十分復(fù)雜,受更多更廣的領(lǐng)域影響。消費(fèi)文化隨著改革開放進(jìn)入中國(guó),并成為一種新的消費(fèi)主張,在這種情況下成長(zhǎng)起來的90后,對(duì)于物質(zhì)有更高的要求,他們將消費(fèi)當(dāng)成了一種娛樂消遣方式,在他們眼中商品是附加著復(fù)雜情感的物品,而消費(fèi)行為也會(huì)受到群體內(nèi)其他社會(huì)成員的影響。研究消費(fèi)文化在90后大學(xué)生的體現(xiàn)以及消費(fèi)文化觀念分類維度。在這一部分主要探討90后大學(xué)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(luò)的初次節(jié)點(diǎn),主要使用的社交媒體,分析90后大學(xué)生的消費(fèi)文化觀念及接受商品信息的主要媒介渠道。在90后大學(xué)生生活形態(tài)細(xì)分的基礎(chǔ)下,劃分90后大學(xué)生的族群,分析提出具有針對(duì)性的廣告策劃營(yíng)銷模式,引導(dǎo)市場(chǎng)關(guān)注90后大學(xué)生族群特點(diǎn),從而整合更加有效地廣告營(yíng)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(xué)位授予單位】：吉林大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F126.1;G645.5

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