新生代农民工消费行为研究——基于江西省的调查  

The New Generations of Migrant Workers' Consuming Behavior——A Study Based on Investigation in Jiangxi Province

作　　者：冷雄辉[1] 易娜[1] 

机构地区：[1]华东交通大学经济管理学院,江西南昌330013

出　　处：《江西农业大学学报（社会科学版）》2012年第3期62-66,共5页Journal of Jianxi Agricultural University :Social Sciences Edition

基　　金：教育部人文社科基金项目(12YJA630109);江西省高校人文社科基金项目(GL1112)

摘　　要：新生代农民工逐渐成为一个非常重要的消费群体。基于江西省的调查研究发现,新生代农民工消费行为具有鲜明的特征,例如超前的消费观念、多元化的消费结构以及趋同于城镇同龄人的消费行为等,而这些消费行为的形成受到个体自身、家庭、城市化、参照群体和大众媒介等因素的影响。因此,企业应根据新生代农民工的消费行为特征制定相应的营销策略,例如有效的目标市场策略、合理的价格策略、便利的渠道策略、适度的广告策略和社会营销策略等。The new generations of migrant workers are becoming an important consuming market.Based on the investigation of Jiangxi Province,This paper discovers many distinctive characteristics of this group of people,such as advanced consumption idea,diversified consumption structure and consuming behavior similar with that of their contemporary in cities,etc.Meanwhile,these consuming behaviors are influenced by many factors including the effect of individuals,family,urbanization,reference group and mass media,etc.So enterprises should develop relevant marketing strategies,such as effective S-T-P strategy,reasonable price strategy,convenient channel strategy,creative Ad strategy and social marketing strategy,etc.

关 键 词：新生代农民工 消费行为 消费观念 消费结构 影响因素 

分 类 号：F323.6[经济管理—产业经济]