【作者】 王芳；

【导师】 林志扬；

【作者基本信息】 厦门大学 ， 企业管理， 2006， 硕士

【副题名】以中国大陆第一代独生子女为例

【摘要】 20世纪80年代出生的第一代独生子女已经步入社会,开始进入消费高峰期,他们对未来收入预期乐观,将迅速成为中国新的消费主力。这是伴随着中国流行文化成长起来的一代人,在其社会化的过程中流行文化的影响深入而彻底。反映到消费行为上,其消费行为也带有很多新特点,这些新特点及其背后的动因就是本文的研究主题。本文以社会化理论和“世代”理论为理论基础,采用文献研究的方法分析流行文化对第一代独生子女消费行为的影响,建立了一个流行文化对消费行为的影响模型,通过该模型来解释许多这代人独有的消费行为。研究发现流行文化主要通过大众传媒和参照群体发挥影响。论文最后为企业如何针对这代人有效营销提出了建议。论文结构如下:序言,介绍本文的研究背景与研究动机、研究主题与逻辑。第一章,介绍相关概念和研究现状。包括流行文化概念和研究现状、社会化理论、“代”理论和国内外青少年消费者消费行为的研究现状。第二章,分析流行文化对20世纪80年代生独生子女消费行为的影响。通过对伴随这代人成长的流行文化的回顾,第一代独生子女特征的分析,建立流行文化对消费者行为的影响模型。第三章,运用模型解释。运用第二章建立的模型阐述流行文化给中国大陆第一代独生子女消费行为带来的影响。结束语部分本文研究的创新和不足之处。更多还原

【Abstract】 China’s first only-child generation who was born in the 1980s has grown up now. Their Consumption capability is enormous for at least two reasons: First, most of them will soon begin their first job or already have gotten one. Thus made them able to purchase things they like. Actually, they are beginning their consumptive fastigium now. Second, benefit from the quick and steady growth of the society after the initiation of the Reform and Opening-up policy, they are more optimistic than former generations. They believe a bright future is in prospect, which endows them with strong consumption confidence.The first only-child generation is a generation born up in a total new surroundings. Being the only child of their families, they became the focus of the families in the nature of things. Their parents and grandparents pay great attention to them and want to satisfy their needs to the best of the whole family’s ability. Compared to former generations, they are more independent and strong-minded. It’s a generation who like to purchase according to their own desire and personality; It is a generation who born up with the development of China’s pop culture and witness the quick economic growth and social change. The influence of pop culture on their process of socialization is deep and thorough. Therefore, we believe their customer behavior must have some new characteristics because of the influence. This paper aims to analyze the difference and the reasons.This study is based on three theories: the socialization theory, the generation theory and the customer behavior theory. After detail analyze of pop culture’s influence on customer behavior of the first only-child generation, a model which explain the mechanism of pop culture’s influence on customer behavior was built. It was found that pop culture plays its effect upon customer behavior mainly through two ways: mass media and reference group. The model was then used to explain how the influence of mass media and reference group take place among China’s first-child generation and result in those representative characteristics of the their customer behavior.The main contains of this thesis can be introduced briefly as follows:Preface focuses on the meaning and the research theme of this paper.Chapter I introduces relevant concepts or theories as below: pop culture concept, socialization theory and generation theory. Finally the development of teenager’scustomer behavior research (in and out of China) was also included in this section.Chapter II analyzes the influence of pop culture on customer behavior of China’s first only-child generation. First a brief review of pop culture’s phylogeny in modern China; then the characteristics of first-child generation’s character and customer behavior was analyzed; Finally the pop culture- customer behavior model was built.Chapter III concerns itself with the application of the model. The mechanism of pop culture’s influence on customer behavior among China’s first only-child generation was explained according to the model.Conclusions: The end part ends this dissertation with summary of main conclusions of this research. Also the innovation and limitation of the paper are given.更多还原