Research On The Chinese Middle Class Consume Culture And The Brand Communication Based On It

With the continued development of the Chinese economy, as well as in various policy incentives, China's middle class has been slowly emerging as a new class on the stage of history, and will eventually become the mainstream of society. The middle class has a strong economic power and new consumption concepts, they represent the emergence of the dawn of a new era of consumption. In homogeneous products of the growing Chinese market, how to attract middle-class eye, and eventually into their own loyal customers, has been a domestic businesses and foreign enterprises concerns, and they are increasingly aware that only excellent brand can own in the fierce competition in the position.Faced with this powerful consumer groups in the cluster, there are more and more Chinese enterprises began to realize that the change in consumer preferences brand communication significance, and in practice began to explore and implement suitable for the middle class in China unique needs transmission and factors. For the middle class consumer in a higher degree of involvement of some industries, such as real estate, automobile industry, etc., we can clearly feel the businesses in the brand communication, have more or less understand and try to meet in the middle class consumer psychological and preferences. While this also appears to be inadequate understanding and to mature, the lack of systems approach and theoretical guidance for the many enterprises merely to the middle class, defined as high-end consumers, this is also only from material consumption levels possible to identify our target consumer groups, such as too arbitrary.More deep-seated psychological and consumer behaviour they did not dig to the depth that we need a professional perspective to examine China's middle class, the need for more scientific perspective to observe their every move, from the expression of behaviour into their inner world and its most fundamental motivation to be summarized and Lessons. Accordingly to the design of our programme of action and conduct in the dissemination of methods and content should be obvious to a more targeted "prejudice" rather than allow our brands "Harmony."...