Research On Brand Communication Based On Youth Consumer Group

After experienced a kitchen and the melee kitchen designer kitchen and out of the war, China has entered the brand competition stage. Brand stage of the competition, consumers control of the absolute right to speak, and they feel the brand and evaluators directly determine the brand's market position.However, consumers are not the same, different consumer groups showed different values and consumer demand. Especially the younger generation, who grew up after 1980s, has become an important power in the market. And China's current research is still lacking. Therefore, the"Research on Brand Communication based on Youth Group," entered the author'mind.The study took a sample survey and focus group interviews combination of empirical research. On this basis, the consumer groups features are investigated.On the basis of the young Values oriented, young consumer group show "Moving two things," the contradictions, in the traditional and the modern balance seek ascension. Contacting in the media and leisure entertainment, young people chase fashion, and the network has become an important part of life. But their media credibility is still insufficient television. In the day-to-day consumption, youth pursuit of feelings, experience - oriented; Brand is an important consideration, Herd awareness of the young people to purchase the brand occupies a small proportion.According to the characteristics of the youth group, brand communication strategise are proposed. Brand positioning has to be prominent personality, brand culture has to reflect the values of youth and life, and the brand spread has to be multi-channel integration, infiltrates of "information received" every point of contact, and to focus on the strength of the network media...