Interpretation based on the consumer psychology of young people in advertising and marketing404

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1、Interpretation based on the consumer psychology of young people in advertising and marketingPaper Keywords young consumer psychology Advertising Abstract In the digital age of today, young peoples increasing influence of marketing, they have an independent personality, the pursuit of personal qualit

2、ies demonstrate consumer demand, companies in order to meet the consumer psychology of young people to develop a targeted , effective advertising marketing strategy, advertising and marketing world of today look to make improvements. Well-known American consumer behaviorists MR Solomon said: Many of

3、 lifestyle changes in consumer behavior are driven by younger consumers, and they constantly redefine what is the most popular and what are not. In the information society of today, young consumers are more adept at grasping the advanced means of information exchange, exchange of information more qu

4、ickly, how the young consumer spending for the current psychology specify a more effective advertising and marketing strategy, it is particularly urgent. 1, young consumer psychology Today, more and more marketing impact on the market is probably the generation born in the 80s. They have an independ

5、ent personality, thinking, and to enjoy life, and their consumer psychology and behavior also are marketing and business management community more respected. (A) the pursuit of fashion and personalization Emancipation of the mind that most young people, rich in fantasy, receptive to new things, they

6、 are often the first purchase of certain new products, and consumer leaders. Particularly in the high school stage, they seek to emulate the stars of worship, mutual observation, discussion, imitation, made popular in the consumer as much as possible in time for the front, such as the young man grea

7、tly sought after in recent years, Converse (CONVERSE) popular shoes. While the university level, young people not only confused by the epidemic, often in consumer demand also reflects their personality, self-confident, optimistic, eager to have their own life. These young people started for their ow

8、n sake, and are eager to take their own future destiny. (B) The obsession with high-tech products Full of life in the digital products on todays young peoples consumption of hot spots has not only confined to traditional areas of consumption, the latest models of mobile phones, digital cameras, MP3,

9、 notebook computers and other high-tech products are the obsession of young people. In particular, cell phones, fashion tribes young people are always with the trend of change, as well as the pursuit of the latest mobile phone business. Internet Network Information Center (CNNI) research shows that

10、nearly 80% of mobile Internet users 18 to 30 years. Chinas young people are very sensitive to application of new technologies, more receptive to new concepts, they prefer to use new mobile services, especially for new businesses interested in entertainment-oriented, such as Ring Back Tone is driven

11、by their fire up rapidly (C) to spend more than Young people willing to accept the new consumer behavior, such as credit card advances, etc., while an endless stream of new things, makes a lot of people unable to withstand the temptation, do not know how to accumulate, often caught in a situation of

12、 economic ends meet, but also led to the moonlight clan and other new buzzwords of appears. In view of Chinas one-child policy, the one-child families, young people have a high consumption of status in the Chinese tradition, under the influence can be described as a parent to make money, the childre

13、n spend money. According to a 2006 McKinsey study showed that consumers: Chinas urban youngsters each year, and because their direct consumption arising from the total annual consumption reached 290 billion yuan. Various types of income class families, about 90% of the respondents expressed willingn

14、ess to parents within its capacity to increase spending for their children. If you include indirect effects, which will increase the market value of 225 billion yuan. Second, consumer advertising and marketing aimed at young people, analysis of The traditional market theory and marketing approach is

15、 based on lies in the full understanding of consumer behavior and accurately. Now, with the state of a group of young consumers grew up in the formation of these younger consumer groups, its influence will be our traditional market theory and marketing methods provide a new basis for further study a

16、nd bring more changes . Following is some advertising on the current marketing strategy analysis. (A) the differentiation strategy Homogenization in commodities today, consumer choice and more diverse tastes. Therefore, a more market segments to adopt a targeted strategy, is a common strategy for ma

17、ny firms. In the highly competitive PC market, Hewlett-Packard faced with local enterprises and multinational brands Dell, Lenovo together with the attack, how in this situation through differentiated marketing strategy to expand market share as soon as possible the need to Hewlett-Packard make the

18、right decision. Hewlett-Packard in 2008 in China released the My Computer, My Stage youth marketing strategy. The strategy for youth groups, to network core, through the creative ways to show their own individuality, but also for a major division of consumer market segments move. It is noteworthy th

19、at, in HPs global strategy, China is currently the only one released this global market strategy country. For this strategy, China Hewlett-Packard Information Products Group, Marketing Department and the SME Business Director Xiao Zhen-yi said: This is because we have seen groups of young Chinese co

20、nsumer trends for the future and the strong influence of consumer behavior, which is Hewlett-Packard this strategy in China, starting reasons. . Results from the implementation of view, focus on young people to open up the consumer market to promote the HP computers in the Chinese consumer market, b

21、rand promotion and business development. The first quarter of 2008, Hewlett-Packard in mainland China sold 1.0332 million personal computers, compared with the same period last year increased by 49.7%, twice the market average growth. More importantly, in the youth market strategy after the release

22、of six months, HPs wide range of activities for young people by creating a rich, personalized expression platform to enhance the product visibility and loyalty. Just six months time as the PC brand Hewlett-Packard has brought a 17% increase. (B) Online Advertising Market Surf the Internet can be sai

23、d that contemporary young peoples first choice for entertainment, which also contributed to the brand to focus on marketing and advertising network. A hundred years the brand Coca-Cola was an early implementation of online advertising marketing companies. Coca-Cola took the lead in setting up a virt

24、ual interactive online facility, through games, stories and provide the various production stages of briefing, to explain to the users of Coca-Cola production process, in order to attract people online to visit and understanding. In August 2000, Coca-Cola has built in China, and appeal to young peop

25、le, the object set of music, movies, chat, games and other channels as one of the Chinese website, highlighting the interactive and entertainment features. And we always pay attention to youth consumer market, Pepsi-Cola, for example, Pepsi-Cola has established its corporate image and positioning of

26、 the complete reunification of the Chinese and English sites to games, music, activities for the theme, the background will remain a symbol of innovation and young blue. At the same time, Pepsi and Yahoo together. In April 2000, Pepsi-Cola Company first announced a partnership with Yahoo to conduct

27、a comprehensive network to promote cooperation; in the music sites, such as the injection MTV.com intensified; also involved in the sports sites, such as NBA.com, the United States Baseball League. From Oscar to the Tomb Raider games and movies, Pepsi-Colas online advertising always points to captur

28、e young peoples interest and concerns (3) Entertainment MarketingMarketing In the entertainment era of rapid economic development, entertainment has become a marketing vehicle, when the main use of entertainment marketing, this high-adhesion to promote the media, its effect will also be undergoing m

29、ajor changes. In 2005, the Mengniu Sour milk and Hunan Satellite TV Super Girl program to reach an interactive publicity, the entire advertising campaign over to the integration of resources and the efficient use of resources will be fully Mengniu Sour milk retail business with Super Girl organic co

30、mbination. Reposted elsewhere in the paper for free download http:/ Acid sweet is what I have been identified as Mengniu Sour milk advertising language, with the expression of true self as a creative core, to encourage small girls really took note of the true self. The creative expression, let the p

31、revious years Super Girl winner Kristy Zhang for endorsement, the ugly duckling into a swan demands directly to Mengniu Sour milk, because it brings the confidence and courage, so that little girls They realize their own ugly duckling into a swan dream. The entire advertising campaign to make full u

32、se of the power of the media create public opinion, using the younger generation of self-expression desire to create new selling point, the entire ad campaign, like the influence of like a snowball, resulting in a very few of the effects of geometry, forming a powerful influence, and, ultimately, in

33、to the influence of sales force to help the success of Mengniu Sour milk into the market, access to an impressive market performance. Since then, entertainment marketing, rapid development, Ren Hunan TV shiny drops the title Happy boys apparel sponsor Metersbonwe refuel! A good man , while Mengniu m

34、ake persistent efforts, and the State Administration of Sports, CCTV combined to create fun fitness activities cities, first national fitness sea election, in the context of the Olympic Games promote fitness through a race-free threshold with the maximum consumer interaction. (D) the concept of mark

35、eting Nike has been sporting spirit involved in advertising, the earlier the sports products in the athletics field, gymnasium and other professional applications, introduced into ordinary peoples daily life and become an integral part of youth culture and status symbol. Its JUST DO It (just do it)

36、slogan that sports is not just exercise, but rather a symbol of a bold attempt, hard work, persistence, and vitality, is a positive attitude towards life, sports everywhere. Nikes JUST DO IT pioneered the concept of marketing pioneer, attracted competing brands to follow suit, such as Adidass imposs

37、ible is nothing (not impossible), Li Nings Anything is possible (everything is possible ), REEBOK of I am what I am. (I am me), Antas Keep Moving (never stop) and so on. Anything is possible slogan, is Li Ning brand in the past 15 years continue to accumulate and improve the crystallization. Student

38、s, sponsored by Li Ning 3 on 3 basketball, its game system and everything is possible is very appropriate brand positioning and put forward not satisfied with the singled out the slogan of the event of war spread across Beijing, Shanghai, Guangzhou, Tianjin, Harbin, Nanjing, Hangzhou, Chengdu, Wuhan

39、, China 9 cities, race fought in 120 colleges and universities by the warm welcome in school. This real activity than simply sponsoring events more effective. Not only strengthen the brand affinity and awareness, and increased communication between brands and consumers face to face opportunity to be

40、 able to effectively moved their hearts. Compared to other domestic sports brand, simple to use star + ad in the practice of marketing model to open up markets, Ning organizations, campus activities, to establish direct communication with the consumer should be wise to many. (E) Bundled Advertising

41、camp cut McDonalds in 2003, simultaneous global launch of the I like rebranding activity, McDonalds changed the last several decades of meet the mother and child image of happiness has become younger, fashion-oriented image. To tie in with the activities of the McDonalds brand updates, November 24,

42、2003, the two M McDonalds with the M-Zone (M-Zone) formed an alliance, and co-launched a series of my site, I am lovin the communication fast food collaborative marketing activities. Lu Xiangdong, vice president of China Mobile, the event launch, with the coolest, the most dazzling and most dynamic

43、to describe the marketing activities. M-Zone has a very distinctive brand of propaganda and the attitude of my site to listen to my sense of identity among young people is very high, McDonalds, to appreciate how much of this. While the M-Zones customers, to buy McDonalds products can get concessions

44、 on price, which is a sense of privilege, can be a win-win. Previously they only eat McDonalds hamburgers, French fries, McDonalds childrens playground equipment so that they think they do not belong here. Now, thanks to the involvement of M-Zone, making them more satisfaction and sense of belonging

45、. 3 Conclusion Recent well-known investment bank, Peregrine, boldly predicted that between now and 2016 will be one of Chinas consumer boom, and 80 after the generation will enter adulthood, and will become the main consumer. After 80 generations is becoming a main consumer of many of our industries

46、, they are leading the music, the Internet, digital products, consumer trends, in order to seize this trend, we must seriously investigation and analysis of consumer psychology and change of young people, the first thought of than the competition young people in mind to consumers. References 1 Yi-Shuang, consumer psychology, M Beijing: Capital University of Economics Press, 1991 2 Chen Danyan, the one-child declaration M Haikou: Hainan Publishing Company, 1998 3 Xue Yuan, HP Xiao Zhen-yi: Fun skill upgrading new marketing model reposted elsewhere in the paper for free download http:/