摘要
90后逐渐成为当今中国轻奢侈品市场消费的重要组成部分。文章以1990年至1999年出生的公民为研究对象,通过问卷调查,研究90后对轻奢侈品消费的态度,以及流量明星、社交媒体营销对轻奢侈品牌消费的影响程度。研究发现:第一,明星效应及社交媒体广告对90后消费者的影响比较大;第二,对于不同的社交媒体平台及公众人物影响并无太大差别;第三,轻奢侈品牌的设计是90后消费者最为在意的因素。基于此,对于90后的消费者,文章建议轻奢品牌的管理者使用社交媒体和明星效应进行营销的同时,也应注重产品本身的时尚设计。
The post-90s generation has gradually become an important part of the consumption of affordable luxury in China.This article takes citizens born between 1990 and 1999 as the research objects.Through questionnaire survey,this article studies the attitudes of the post-90s generation towards affordable luxury consumption,as well as the degree of infl uence of online celebrities and social media marketing on affordable luxury brand consumption.The research found that fi rst,celebrity effect and social media advertising have a great impact on the post-90s consumers.Second,the impact on different social media platforms and public figures is not very different.Third,the design of affordable luxury brands is the most important factor for post-90s consumers.Based on this,for the post-90s consumers,the article suggests that managers of affordable luxury brands should pay attention to the fashion design of their products while using social me-dia and celebrity effect for marketing.
作者
楚静
黄晟
CHU Jing;HUANG Sheng(Beijing Hospitality Institute;University of Leicester)
出处
《中国商论》
2021年第16期27-30,共4页
China Journal of Commerce
关键词
90后消费者
轻奢品牌
消费心理
post-90s consumer
affordable luxury consumption brands
consumer psychology
