在西方,特别是美国和日本,新的一代对传统消费观念发起了猛烈的冲击。与他们的前辈一生恪守自己传统的、约定俗成的的消费观念不同,新的一代则显示出完全不同的风格。他们成长在较少规范约束的家庭,学校教育管理逐渐松散,加上电子传媒中商品文化信息的高速传播,使他们在消费意向与需求上呈现出千姿百态的面貌,这就为企业的经营者去有意识、有目的地促成消费者消费观念的改变奠定了基础。 In the West, especially the United States and Japan, the new generation has had a violent impact on traditional consumption concepts. Unlike their predecessors who abide by their traditional, customary notions of consumption, the new generation shows a completely different style. They grew up in families with fewer norms and restraints, and their educational management in schools was gradually loosened. With the high-speed dissemination of commodity culture information in the electronic media, they showed different attitudes towards consumer intentions and needs, which went for business operators Consciously and purposefully contributed to changes in consumer attitudes laid the foundation.