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改革开放以来,中国国民经济发展水平和居民生活质量大大提高,青少年凭借他们作为独生子女的优越地位,创造出庞大的消费空间。中学生是社会中的特殊群体,他们的消费不仅是全体人口消费的重要组成部分,而且中学生消费群体有其独立的消费意识和消费特点,并会对未来消费产生一定的影响。当前中学生的消费行为存在着强有力的自主意识,并且,由于孩子在家庭中的特殊地位,他们不仅自己拥有可观的零用钱,而且他们能够通过自己的行为强有力地影响家庭其他成员的消费决策。通过小规模深度访谈和问卷调查,试图找出在这个阶段的家庭关于孩子的家庭主要任务和消费重点热点,以期根据分析结果为商家提供营销策略。
Since the reform and opening up, the level of national economic development and the quality of life of residents in China have been greatly enhanced. By virtue of their superior status as one-child children, adolescents have created huge space for consumption. Middle school students are special groups in society. Their consumption is not only an important part of the overall population consumption, but also has its own independent consumption awareness and consumption characteristics among middle school students and will have some impact on future consumption. Currently, there is a strong sense of autonomy among middle school students in consumer behavior, and because of their special status within the family, they not only have considerable pocket money themselves, but also can strongly influence the consumption decisions of other family members through their own actions . Through small-scale in-depth interviews and questionnaires, the author tries to find out the family’s main tasks and consumer focus of family in this stage of family, so as to provide marketing strategies to businesses according to the results of the analysis.