The Research Of Consumer Lifestyles

As a research on the method of classification of consumer in advertising practice, this thesis has been exploring a new attempt on the classification of consumer for the contemporary Chinese advertising industry practitioners. These previous elements of the classification of consumer are as follows :gender, age, income, education background etc .While the foregoing elements are objective ,they often cause a variety of errors in practice. This thesis attempts to be based on human-oriented model and reclassify the consumers from social background, the values of the times, psychological perspective as well as the perspective of consumer behavior. By doing this, the thesis try to conduct an in-depth discussion about the demand of consumers and make a quantitative reflection about the fulcrum of consumption. This thesis toils to offer the theoretical background to the classification of consumer for how to assure the target consumer for the flourishing accurate marketing and the enlargement of the brand marketing. Furthermore, this thesis has made an original exploration on the development of contemporary Chinese advertising and communication approach.The so-called "life style" means the different life forms or life ways of various groups of people in the real life, and it is directly related to group . The goal of "Study of life style " is life style marketing. Through the " segmentation of life market " it studies the time value, consumption value and communication value of different ethnic groups living in various lifestyles. Therefore, this thesis toils to pursue the discovery and interpretation of "demand code" for and provide scientific research methods for the target consumer group positioning, brand positioning and brand concept. Compared with conventional quantitative, qualitative research methods, the main characteristic of the study of lifestyle is to find market and market demand in consumer`s life style and life trajectory .This study also explores the concepts of product and marketing from the consumer's life advocation. The cardinal concept of the study of life style is"the study of ethnic groups", which regards the research target as vivid human with historical background, social relations, depression, joy, pursuit, characteristic, and they are"different ethnic groups". Through the segmentation of consumer behavior and consumer methods, the study deeply deciphers the demand code of the target consumers and find the locations of different enterprises and target consumer groups in the homogeneous, fierce market environment, which is conductive to the implementation of marketing with a clear target.Analysis of the main indicators(A) generation and ethnic groupGeneration is the life and society in accordance with the history of the concept to distinguish between groups of people, such as cross-cultural revolution era, the reform and so on from generation to generation, because of the different experiences and knowledge, showing different patterns of consumption and the way; group means under the different generations have different social the status of system conditions, living conditions, living the concept of class or group of persons.(B) view of lifeView of the main means of living the life of the consumer attitudes and psychological, including the "work" and "leisure" and "learning" and "family" and "the power of desire," "friends" and "love" and "health concept "," popular feeling "," sexual tendencies "and so on. .(D) the dissemination of conceptConcept refers to the spread of consumers to communicate the main features and cultural preferences, including major media habits, exposure to a major means of public information preferences, information on major cultural preferences, and preferences and so on idol star. Such as civil servants should listen to the central document, the need to read the newspaper office workers, taxi drivers can not be broadcast, the leisure class can watch TV, text messaging to communicate the information needs of students, people living in the office every day the face of advertising. (C) The consumer viewMainly refers to the consumption concept of consumption preferences and behavior of people of different ethnic groups have different consumption concept and consumption patterns.The significance of researchThrough the study of consumer lifestyles, consumer psychology and determine the way the value of the consumers at different levels to improve and create, through the study of consumer lifestyles, not only access to their eyeballs and attention, but also access to the consumer awareness and trust, thus facilitating the emergence of buying behavior.