市场营销论文5.docVIP

“80后”家长婴幼培育的 消费行为研究 院 系：经济管理学院 专 业 班：市场营销0802班 姓 名： 学 号： 指导教师：刘 昌 华 2012年6月  “80后”家长婴幼培育的消费行为研究 Research on the Consumer Behavior of post-80s Parents Infants and Children Cultivation 摘 要 “80后”家长是指1980年到1989年出生的有孩子的这类人。基本上他们每个家庭都只有一个孩子。孩子是全家的中心，这种特殊性赋予其极大的研究价值。他们是如何培育下一代的，他们在消费婴幼儿童用品时呈现怎样的特点。相关行业的企业都开始重视这个群体，特别是婴幼教育行业的迅猛发展，很有必要去研究这些家长们在购买儿童用品时的消费行为特征。 根据部分80后家长婴幼培育的基本消费情况、购买行为的影响因素的调查结果，分析总结了这些年轻的家长在孩子衣食住行以及教育方面的消费特点。本文分别从80后家长的界定、80后家长的性格特点、他们的生活方式来了解80后家长的基本情况。然后分析80后家长在婴幼培育的消费需求、80后家长在婴幼培育消费心理、影响80后家长在婴幼培育的消费因素等这些方面来研究80后家长在婴幼培育的消费特征，为企业提供了有效营销策略。 关键词：“80后”家长 婴幼培育 消费特征 Abstract Post-80s parents are of such persons born from 1980 to 1989. Almost each family has only one child. The child is the center of the family, which is of great research value. How they are nurturing the next generation, and show how their consumption of infants and childrens products. Related companies are beginning to pay attention to this group. Especially the rapid development of infant education industry. It is necessary to study the characteristics of consumer behavior of parents in the purchase of childrens products. According to the result of the survey about part of post-80s Parents Infants and Children Cultivation consumption,, factors affecting buying behavior, The analysis summarizes the consumption characteristics of these young parents in the childrens basic necessities and education. This atricle illustrates the basic situation of the Post-80s parents,from Post-80s parents defined the character of post-80s parents, their way of life ，and according to analyzing consumer demand of post-80s Parents Infants and Children Cultivation and post-80s Parents Infants and Children Cultivation consumer psychology,the impact of the 80 parents in the infant nurture consumer factors to study 80 parents in the infant nurture consumer for the provide an effective marketing strategy. Key words: Post-80s Parents nurturing the childs Consumption characteristic