新生代消费者的购买行为范文.docxVIP

新生代消费者的购买特征及行为研究 何为新生代？ .................................................................................................................................1 新生代消费者的购买行为特点 .....................................................................................................2 超强的个性，比较自我 .....................................................................................................2 喜消费，不喜储蓄 .............................................................................................................2 购买行为和购买决策的网络化 .........................................................................................2 个性鲜明，有自己想法但又易受明星效应影响 .............................................................3 注重体验 .............................................................................................................................3 追求时尚，品牌意识强烈 .................................................................................................3 受到传统和现代消费观的双重影响 .................................................................................4 消费行为和习惯更为多元化和分散化 .............................................................................4 推崇及时享乐 .....................................................................................................................4 三、对策 .................................................................................................................................................4 提供富有个性的产品和服务 .............................................................................................5 采用部落营销方式推进产品的销售 .................................................................................5 充分利用网络 .....................................................................................................................5 运用体验营销推动论文范文销售 .....................................................................................5 广告代言投其所好，重视偶像的作用 .............................................................................6 要赢得新生代消费者，就必须了解他，读懂他。这就需要企业立足新生代消费者特 点，研究他们，准确把握和判断他们的需求。