【摘要】 在北京的外来流动人口中,务工就业型达到300多万人,形成一个特殊的消费群体,他们的消费行为特征以低档、节俭型为主。由于来京的主要目的是为了挣钱养家生活,所以储蓄倾向高于消费倾向。在未来几年内,消费行为特征不会发生大的变化。针对这些消费特征,企业应该有的放矢的制订相应的营销策略。更多还原

【Abstract】 Among the floating population in Beijing, the number of migrant workers who obtain employments is up to over 3 million. They have formed a special consumer group with main features of consumer behaviors on the low-quality and frugal consumption. As the main purpose of working in Beijing is to make a living and support their families, their propensity to save is higher than propensity to consume. The features of their consumer behaviors will not change much in the years to come. Enterprises should work out the appropriate marketing tactics targeted for these features.更多还原