生活方式细分下新生代农民工消费决策特征差异研究.docVIP

生活方式细分下新生代农民工消费决策特征差异研究 2013年ω月..患蜡晴管帽Sep.,2013 East China Economic Management (第27卷第09期)(VoI.27, No.09) [001) 1O.3969/j.issn.l∞7-5仰7.2013.09.021·关注;三农;生活方式细分下新生代农民王消费决策特征差异研究沈蕾，周豫洁(东华大学旭日工商管理学院，上海2仪)()5J)州东晴爆品Jt社会楠#039;的加剧.偷生代农民且这个缚体受到T社会各界锦广泛关埠。每土4代农民工桌子鹉..~ 民俯鄙他揭题，猾曲??t革消费方扎的多样化和生活质量的#039;自水亭，也像得#章#039;也锦辑来~化。.j:.拿.根据耐生代农民￡峙生活方式精英分为;积...夺疆;、;越远已成功#039;且.aAfr... J且桑。在分暴.....1.越ItJE??模式高峰完了不同涉入4;1*#039;分得你满血愚巍涉入愉#039;W;T细分解停物自由#039;昌隆革越难R为全..lt-.位涉入情珑下为丰..~.并进-步分析.1.价4‘-模式z涉入.lt;糟#039;决靠特征虫;惊事确A立....，1007-筑.阴(2013)ω4朋6崎Rese町ch00 the DitTereoces io CODSUmer Decisioo-Makiog Features of New Geoeratioo of Migraot Workers 8ased 00 Life Style Segmeotatioo SHEN Lei, ZHOU Yu-jie (Sc加olof Bu.sineJs aru1 Managemen.l, DonghlUl Univers时，Shanghai2仪，)()51，China) Ab幽配t:With the de-epening of refonn and the intensification 01’ sociallransfonnalion, Ihe eommunilies pay mo陀allen\??on10 the new generation of migrant workers. Compared 10 the previous generalion of migranl worker哩，mort’ and more pt’Ople in Ihis group are nol salisfied wilh only solving Ihe basic problem of food and c1othing, and Ihey begin 10 pursue Ihe diversificalion of consumplion and the high level of qualily of life, which have caused greal changes in lradilional markel segmenlalion plall’ According 10 Ihe l1fe slyle of Ihe new gener田lionof migranl worker胃，Ihe author divided Ihis group inlo five categories: aClively stru阻lingtype, success pursuing Iype, happily living Iype, muddling along type and self-conlradictorγIype. Based on seg??ments, the aulhor studied lhe consumer decision-making process in differenl involvement degrees with EKB model in this arti??c1e. In the research, we find that decision-mal??ng process of the segrnents is in the conlext of thf’ whole difference in hi~h in??volvement deg陀e，while low involvement context is for Ihe semi-difference, then we analyze the reasons of Ihe differences and excavate the marketing value further. Key words: new generation of migrant workers; EKB model; invoJvemenl