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中国消费者对于汽车的消费观念,已经从低层级的功能化诉求向更高层级的情感诉求转变80后、90后们把更多的时间用在网络媒体和自媒体上,他们热衷网购、代购、海淘,乐于分享炫耀、互动评论。触动消费者的参与感成为品牌年轻化、时尚化的关键。消费新时代,消费者的需求也快速更迭。年轻的中产阶级们,追求高品质的高端产品,追捧个性鲜明的品牌和独特体验。这种消费升级,不仅为时尚生活品、电子产品、文化产品带来了无限商机,也为汽车市场带来了更多机遇和挑战。
Chinese consumers’ attitudes toward car consumption have shifted from low-level functional demands to higher-level emotional demands. After 90, they have spent more time on online media and self-media. They are keen on online shopping and purchasing Sea Amoy, happy to share to show off, interactive comments. Touching the sense of participation of consumers become the brand rejuvenation, the key to fashion. Consumption of a new era, consumer demand has also changed rapidly. The young middle class, the pursuit of high-quality high-end products, pursued distinctive brand and unique experience. This escalation of consumption not only brings unlimited business opportunities for fashion products, electronic products and cultural products, but also brings more opportunities and challenges to the automotive market.