New Consumer And Brand Communication

This thesis is the research about the new consumers and the brand communication.Based on the integrated market and uniformly distributed consumers, this research adopted unified questionnaires with the form of project group to compare new consumers in urban area of Chengdu with the ones of its contrastive group. Having investigated these two groups of consumers' concept of value, media exposure, daily consumption and consciousness of brands, through comparing and analyzing, the author summarized the essential features of new consumers: they are limited-rational and well-informed; they are consuming experiences believer who have online-lifestyle, pursue individual characters, carry forward oneself and bear great pressure.Mainly based on what forth goers have studied, this research put forward a new concept of brand communication, and tried best to give a relevant brand communication strategy according to these basic characteristics of new consumers.The study on new consumers has made a record of domestic systematized study of new consumers. It brought up a new concept of brand communication and enriched the relevant theory on this field, produced a corresponding brand communication strategy for new consumers, the specific crowds. The way of comparing study in this research renewed the one people did before to consumers' behavior. So it's a significant directive for the practices of brand communication.There are about 40,000 characters and 40 charts in seven chapters of the main content of this thesis.Chapter 1 is an introduction. Here the author explained the origin of this study, the brief content and the key of innovation, and the research approach.Chapter 2 is a survey on current situation about the two important parts, new consumers and brand communication, of this study.In chapter 3, the author discussed the characteristics and attributes of new consumers. At first, the author said the new consumers are mainly the people who were born or grow up in china after the reform and opening to the outside world. Secondly she described in this investigation the basic attributes of new consumers, and made a simple crossing-analyze. Finally it showed the characteristics of these new consumers: they are limited-rational and well-informed; they are consuming experiences believer who have online-lifestyle, pursue individual character, carry forward oneself and bear great pressure.In chapter 4, the author explained the new consumers' concept of value and their characteristics of media exposure in detail. The author thinks, about their concept of value, these new consumers are seeking the balance between tradition and modern times; about media exposure, it mainly shows that network has become a kind of life style of this group.In chapter 5, the author explained the daily consumption characteristics of these new consumers and their consciousness of brands. She thinks that during the course of their consumption, new consumers generally are limited-rational and pay more attention to their impression and experiences from this activity, as well as what they behave while taking up brands, including the impression from brands communication.In chapter 6, the author re-defined the concept of brands communication on the basis of what predecessors studied, and tried to bring up a relevant brands communication strategy.Chapter 7 is a conclusion of this study. The author concentrated on stating the main conclusion of the article, and explained the shortcoming of it and the follow-up study.