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1、独生代消费行为特征及营销对策（Characteristicsofconsumerbehaviorandmarketingstrategyoftheonlygeneration）Consumerbehaviorcharacteristicsandmarketingstrategiesoftheonlygeneration.TxtCharacteristicsofconsumerbehaviorandmarketingstrategyoftheonlygenerationAsmentionedabove,onthewhole,asage
2、nerationofconsumption,theonlygenerationhasdifferentconsumptioncharacteristicsthanthetraditionalgeneration.Whatisthedifferenceintheconsumerbehaviorbetweentheonlygenerationandthetraditionalgenerationinthesenseof"security","belongingandfilialpiety",and"goodrelationswithot
3、hers"?Throughthecorrelationanalysisofvaluesandconsumerbehavioritemsinthequestionnaire,wecansumupthefollowingthreemajorcharacteristicsofconsumerbehavior,andputforwardmarketingstrategiesandstrategicrecommendationsforthesecharacteristics.Feature:richflower,seizetheBycorre
4、lationanalysis,the"senseofsecurity"and"moneytosave,toprepareforfuturespending"asignificantpositivecorrelation;and"themoneyspent,enjoylife"and"borrowandspend,spendmoneyinthefuture"asignificantnegativecorrelation.Thatistosay,thelackofasenseofsecurity(i.e.,thatsenseofsecu
5、rityismoreimportant)thetraditionalgenerationtendtomoneyinthebank,toprepareforfuturespending,evenifthebankinterestratesdroppedlowerandlower,theyarestillconservativefrugalconsumptionconcept.Incontrast,onlyonegenerationofchildhoodlivingenvironment,hardshipconsciousness,co
6、nsumptionisanoptimist,sotheytendtospendmoney,nomatterhowmuch,inthemonthtospend,orevenborrowmoneyspending,spendmoneyinthefuture.Theirconsumptionconceptistrendy,andtheyarekeenoncreditcardconsumption.Theyarethevanguardoftimelyconsumptionandadvancedconsumption,andtheyareth
7、enewurbanpoor".Today,creditcardsintheonlychildgenerationquicklyinthe"universal"creditcard,onemore,someeveneveryday,"Hibrush,whichhasalsocreatedalotofcreditcard".Inviewofthecharacteristicsoftheonlygenerationofconsumersadvocatingtimelyconsumptionandexcessiveconsumption,t
8、hebank'screditcardbusinessshouldstartadvertisingandpromotionswhentheyarestillstudyingontheUniversitycampus.Becausethe
