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1、新富阶层引发营销创新()Chinahasnowbecomeoneofthemostpolarizingcountriesintheworld・Inthisemergingmarket,thenewrichclassisaremarkableriseatanalarmingrate,butwiththeirstrongdesiretocreatewealthandwealthaccumulationratedoesnotmatchthenewrichclassistokeeptherichskillsaswellasthelackofmarketcanbeprovidedtothisgrou
2、pofconsumersarelackof.Athoroughandsystematicstudyofhigh-incomegroupsinChinaisthebasisofallmarketinginitiatives・Atpresent,differentinstitutionsinChinaarecarryingoutthestudyonthestratificationofsocialstructure,butthereisnounifonnstaridard.Researchforhighincomegrouphasjustbegun,thesizeofthisgroup,val
3、ues,preferences,needsofvariouscharacterizationhavenotbeenproperlydescribed,thereforecannotbebeforethestartofmarketsegmentationandaccuratepositioning.Becauseofthis,thefirstfullyreflectthetrendandcharacteristicsoffinancialinvestmentChineseurbanhighincomegroups,the"goldensunflower"financialindexwasfi
4、rstintroducedinOctober2003,recently,bytheChinaMerchantsBankcommissionedinvestigstioncompanyalsoreleasedthefirstgoldsunflowerfinancialindexreport・First,thenewrichclassfinancialmanagementofnewtrendsAccordingtothereport,thehighincomegroupshasincreasedfortheexistinginvestmenttoolsofcognitionandutiliza
5、tion,ontheirchoiceofmorerationalanddiversified;highincomegroups,professionalfinancialmanagementcapacityofaslightincreaseoverlastyear・ThereportalsoshowsthatthepositiveincentiveeffectofinvestmentbehaviorofthemacroenvironmentChinesesocietyonhighincomegroupsthanaslightincreaselastyear,althoughduetothe
6、negativeimpactofrisingprices,fortheirincomefactorsjudgementeffectisslightlylowerthanlastyear・Ingeneral,high-incomegroupsaremoresatisfiedwiththeirincome,andmoreoptimisticaboutincomegrowth・Comparedwiththeprevious"goldensunflower"financialindex,thecurrentindexmainlyshowsthefollowingcharacteristics:On
7、eistheinvestmentbehaviorofhigh-incomegroupsismorematureandrational,devotionandfuturedirectionofinvestmentandincreasetherelativebalanceoftheirskillsandtheirincomelevel,beforetheinvestmenttoolsinthechoiceofcouraget
