Bobo tribe of consumer behavior analysis.docVIP

 PAGE \* MERGEFORMAT 12 ‘Bobo tribe’ of consumer behavior analysis If we are to look back in a few decades the cultural life of the trend in today’s China, we have seen a series of taste will undoubtedly be hard to tell which of the Sturm und Drang, from the ‘universal petty bourgeoisie’ to ‘all of a sudden in the middle’, went to the hottest right now at this stage ‘Bobos’. If we say that the first two phases of the cultural and psychological experience, is actually quite unique Chinese characteristics, then, to the ‘Bobos’, we also considered for the first time and the world trend to achieve the international standards. In this new group, if the Who the ‘petty bourgeoisie’ talks about, then there will be old-fashioned suspicion, because they are not ‘petty bourgeoisie’, but rather ‘BOBO’ the. 1, from the petty bourgeoisie to the middle and then to Bobo The 20th century, the early 90s, with the grade of upgrading our daily lives, people have a passion for life named. The aspiration of people for their own lives to give a kind of state the exact name, best to pass the name reflect their status, style and so on. ‘Petty Life’ is the first appearance of a lifestyle brand. Petty or the petty bourgeoisie, since the 20th century, 30 years later over half a century in our country where there have been seen as similar to the bugs, cockroaches things, until the end of last century to compliment it. Its contents are reflected as follows: with a certain degree of economic strength, a stable life, a keen fashion sense, and the enjoyment of material comforts and the spirit of the brand and so on. If Petty on behalf of China since the reform and opening up the social and cultural patterns after the transition took place the first lifestyle brand. But soon some of the media for some of the economic capacity to stall beyond the petty bourgeoisie who gives a brand new life - ‘middle class’, that is, the middle class. The middle class in China’s large-scale use and the end o