【作者】 张华；

【导师】 李杰；

【作者基本信息】 四川大学 ， 新闻学， 2004， 硕士

【摘要】 本文是关于新消费者和品牌传播的研究。在市场一体化、消费者呈均值分布的前提下，本研究以课题小组的形式，采用统一的问卷对成都市区新消费者和对比组消费者进行了调查。考察了两组消费者的价值观、媒介接触、日常消费和品牌意识，经过对比分析总结出新消费者的基本特征：感受无价、理智有限，消息灵通、网络成为生活方式，追求个性、张扬自我、消极自由，压力大。品牌传播的研究主要在前人研究的基础上，提出了新的品牌传播概念，并针对新消费者的基本特征，尝试性地给出了相应的品牌传播策略。 本文对新消费者的研究，填补了国内新消费者系统化研究的空白；提出的新品牌传播概念，丰富了品牌传播的相关理论；针对新消费者给出的品牌传播策略，对品牌传播的实践活动具有指导意义；所采用的钻探式对比研究，对消费者行为研究的方法进行了创新。 全文约四万字左右，图表四十幅左右。 本文主要内容共七章。 第一章简要阐述了本次研究课题的由来、主要内容和创新点，并对研究方法进行了说明。 第二章对本研究的两部分内容新消费者和品牌传播的研究现状进行了综述。 第三章对新消费者的特征和属性进行了论述。作者首先认为中国目前的新消费者主要是出生或成长在改革开放以后的这一部分消费者；其次描述了本次调查中新消费者的基本属性，并进行了简单的交叉分析；最后描述了新消费者的特征：感受无价、理智有限，消息灵通、网络成为生活方式，追求个性、张扬自我、消极自由，压力大。 第四章详细阐释了新消费者的价值观和媒介接触特征。作者认为目前新消费者在价值观上表现为在传统和现代之间寻求平衡，媒介接触上主要表现为网络成为一种生活方式。 第五章对新消费者的日常消费特征和品牌意识进行阐述。作者认为在消费上，新消费者表现出有限理智，注重自身感受和过程带来的感受，品牌认购上的同样体现了对感受的看重，包括品牌个性的感受和品牌传播的感受。 第六章在前人研究的基础上重新界定了品牌传播的概念，并针对新消费者特征，尝试给出了相应的品牌传播策略。 第七章是本文的结论，将文章中的主要结论集中进行表述，并对本研究的不足之处和后续研究进行了说明。关键词:新消费者品牌传播特征策略更多还原

【Abstract】 This thesis is the research about the new consumers and the brand communication.Based on the integrated market and uniformly distributed consumers, this research adopted unified questionnaires with the form of project group to compare new consumers in urban area of Chengdu with the ones of its contrastive group. Having investigated these two groups of consumers’ concept of value, media exposure, daily consumption and consciousness of brands, through comparing and analyzing, the author summarized the essential features of new consumers: they are limited-rational and well-informed; they are consuming experiences believer who have online-lifestyle, pursue individual characters, carry forward oneself and bear great pressure.Mainly based on what forth goers have studied, this research put forward a new concept of brand communication, and tried best to give a relevant brand communication strategy according to these basic characteristics of new consumers.The study on new consumers has made a record of domestic systematized study of new consumers. It brought up a new concept of brand communication and enriched the relevant theory on this field, produced a corresponding brand communication strategy for new consumers, the specific crowds. The way of comparing study in this research renewed the one people did before to consumers’ behavior. So it’s a significant directive for the practices of brand communication.There are about 40,000 characters and 40 charts in seven chapters of the main content of this thesis.Chapter 1 is an introduction. Here the author explained the origin of this study, the brief content and the key of innovation, and the research approach.Chapter 2 is a survey on current situation about the two important parts, new consumers and brand communication, of this study.In chapter 3, the author discussed the characteristics and attributes of new consumers. At first, the author said the new consumers are mainly the people who were born or grow up in china after the reform and opening to the outside world. Secondly she described in this investigation the basic attributes of new consumers, and made a simple crossing-analyze. Finally it showed the characteristics of these new consumers: they are limited-rational and well-informed; they are consuming experiences believer who have online-lifestyle, pursue individual character, carry forward oneself and bear great pressure.In chapter 4, the author explained the new consumers’ concept of value and their characteristics of media exposure in detail. The author thinks, about their concept of value, these new consumers are seeking the balance between tradition and modern times; about media exposure, it mainly shows that network has become a kind of life style of this group.In chapter 5, the author explained the daily consumption characteristics of these new consumers and their consciousness of brands. She thinks that during the course of their consumption, new consumers generally are limited-rational and pay more attention to their impression and experiences from this activity, as well as what they behave while taking up brands, including the impression from brands communication.In chapter 6, the author re-defined the concept of brands communication on the basis of what predecessors studied, and tried to bring up a relevant brands communication strategy.Chapter 7 is a conclusion of this study. The author concentrated on stating the main conclusion of the article, and explained the shortcoming of it and the follow-up study.更多还原