农村儿童消费行为分析  

Analysis on Consumer Behavior of Rural Children

作　　者：石青辉[1] 张贵华[1] 程凯[1] 

机构地区：[1]湖南商学院工商管理学院,湖南长沙410205

出　　处：《财经论丛》2010年第3期98-102,F0003,共6页Collected Essays on Finance and Economics

基　　金：湖南省教育厅研究基金资助项目(07A303);湖南省软科学研究基金资助项目(2007ZK3008)

摘　　要：在消费品市场中,儿童扮演着重要的角色,对儿童消费行为的探讨一直是研究的热点,但众多研究都将重点放在城市儿童消费方面,缺乏对农村儿童特别是6-12岁的农村儿童消费行为的分析。本文以农村6-12儿童为研究对象,探究此年龄段农村儿童消费行为及特点,并据此提出相应的营销管理建议。In the consumer market, children play an important role. Consumer behavior research on children has long been hot. However, many researchers have focused on urban children＇s consumption, the study on rural children, especially ages between 6 - 12 is rare. Based on investigation of the rural children between ages of 6 - 12, the paper analyzes the consumer behavior and characteristics of the rural children, and then proposes some relevant marketing management suggestions.

关 键 词：农村儿童 消费特点 营销建议 

分 类 号：F063.2[经济管理—政治经济学]