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独生代数量庞大,逐渐成为消费的主体,因为他们逐渐走上工作岗位,受教育程度较高且工资较高,因此具有研究意义。本文通过对独生代性格,购物,休闲等方面特点的阐述,即独生代一般比较自我,对新事物比较容易接受,敢于冒险,和独生代内部具有的不同的特点的阐述,主要是性格和生活环境的差异导致的差异,来说明独生代的消费行为特点,并探讨中国企业究竟应该怎么做,才能更好的开发这一群体。希望对企业有一定的借鉴意义。
The large number of the only generation, and gradually become the main consumer, because they gradually embarked on a job, a higher level of education and higher wages, so it is of research significance. This article elaborates the characteristics of the only generation such as the personality, shopping and leisure, that is, the one who is generally more self-generational than the one born, the more acceptable to new things, the more adventurous, and the different characteristics of the unique generation. Personality and living environment to explain differences in consumer behavior characteristics of the only generation and explore how Chinese enterprises should actually do to be able to better develop this group. Hope to have a certain reference to the business.