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2010年中央一号文件第一次使用“新生代农民工”这个词,传递出中央对这个群体的高度关注。2013年中央一号文件强调,“要加大统筹城乡发展的力度,有序推进农业转移人口市民化,维护好农民合法权益”。这都无疑表现出中央对新生代农民工市民化的重视。同时,新生代农民工作为一个重要的消费群体,消费行为具有鲜明的特征,例如多元化和超前消费。而这些消费行为主要受家庭、价值观、参考群体等因素的影响。因此,企业和政府应根据其消费特点和消费影响因素来制定相关的营销策略。
For the first time in 2010, the document No. 1 of the Central Government used the term “new generation of migrant workers” to convey the central government’s high concern for this group. In 2013, the document No. 1 of the Central Government emphasized that “we must step up efforts in coordinating the urban and rural development and orderly promote the urbanization of the population undergoing agricultural transfer and safeguard the legitimate rights and interests of farmers.” All this undoubtedly shows the central government’s emphasis on the citizenization of the new generation of peasant workers. Meanwhile, the new generation of migrant workers as an important consumer groups, consumer behavior has distinct characteristics, such as diversification and advance consumption. These consumer behavior mainly by the family, values, reference groups and other factors. Therefore, enterprises and governments should formulate relevant marketing strategies according to their consumption characteristics and consumption factors.