奥美亚洲年轻一代价值观研究报告.pptVIP

Although the interviews with the trend gurus describe the Genie as becoming money driven, self-centred and materialistic both our quantitative and qualitative surveys show a rather different picture. A salary rise is not their sole concern in changing jobs; they are not excessively materialistic; and they still care about others. By and large their values towards 揗oney?are in line with the rest of the region (except India, where the Genie are more materialistic). There is also little marked differences between the seven cities. When it comes to family relationships, young adults in China show at least as much 揈ngagement?to traditional values as their parents. There are some differences: again in Guangzhou there is a greater sense of 揑ndependence?(only 39% 同意ing that they share their parents?views), with the opposite extreme visible in Shenyang (59% 同意ing). The greatest extremes of views occur when people are asked whether they should ever dare challenge their parents?authority. In Shanghai only 22% 同意 that they should 搉ever dare challenge their parents?authority?versus 74% and 73% in Beijing and Dalian respectively. The Chinese Genie are very open to outside influences. Our qualitative research puts this in perspective. Their willingness to emigrate, however, is not to get away from the crowds, or experience a better lifestyle (although these are important by products), rather to use the better educational facilities available, and so return better equipped to help both themselves and China as a whole to succeed. Although their belief in the coexistence of Chinese and Western values is not as high as the regional Genie, they are more open than the previous generation. The major exception among the cities is, perhaps surprisingly, Shanghai.They show the lowest propensity to emigrate (55% 同意 vs 80% nationally), and only 27% 同意 that Chinese and Western values can coexist. This can be interpreted in two ways: they have a long history of exposure to Western influe