Parent-child pairs of the one-child generation marketing.doc

 PAGE \* MERGEFORMAT 7 Parent-child pairs of the one-child generation marketing Coffey and Serghir in the ‘how to super-consumers ─ mothers with children marketing’ a book has created a new word ‘4 I4L ‘(4 4 legs consumers), they believe that the U.S. mothers and children together to form a special consumer units, many of consumption decisions is that they formed in the interaction, successful marketing, targeting parents and children need to help them build relationships and meet their need for interaction between them. I basically agree with their views, but specifically to China, the traditional parents have the final say with a number of experts believe that these two views of the one-child for their own interests in fact have a significant deviations in order to post ‘80 ‘and ‘90 later,’ as represented by of the younger generation of individual self-consciousness has been fully developed, but the Horizon Research Consultancy Group for the United States carried out a comparative study of the younger generation. The results show that China’s younger generation for the parents, emotional dependence and interaction frequencies are higher than the United States the younger generation, so to use interactive marketing perspective view of China’s one-child generation, parent-child relationship is appropriate. For the one-child generation, their level of adults in advance, so 5-year-old children have a more obvious interactive capabilities. Only-child grow up to 10 ~ 18 years old, for their parents, how to be a good parent is a parent lingering headaches. The one-child generation and the young people in the past has its own characteristics compared with: information multi-source, received a good education and had a lot of contact with a high degree with a fun puzzle games and toys, in close contact with the Internet, sports and entertainment opportunities for full, More their own affairs with friends, authoritative sense of weakness, hope that parents and teache