From Tool To Symbol

The reform and opening up in the late70s has provided a totally different growthenvironment and historical background for the post-80s, most of whom are the only childin their families. Distinctive mark has been engraved on their vision, value orientation aswell as outlook on life. They have become the main consumer while growing up as thebackbone of the society and their consumption characteristics are rather thought-provoking.Based on the research results of the automobile consumption characteristics of the post-80s,the thesis dug deeper and came up with five main characteristics by utilizing questionnaireand in-depth interview. Firstly, they attach great importance to presenting personal style.Secondly, they have strong brand awareness. Thirdly, they are passionate about carmodification. Fourthly, they are willing to get car loans. Fifthly, their main car use isself-driving tour.Besides, in-depth analysis and discussion have been conducted by using Baudrillard’sTheory of Code Consumption. The essence of the five main characteristics is alsodiscovered, namely, constructing social identities, seeking differentiation. Undoubtedly,social transformation and media products have played a critical part in the process offorming these characteristics.In the end, it was believed that the culture tends to be more inclusive and the oldconsumption concept has been renewed after rational reflection on both the positive andnegative sides of the car consumption characteristics of the post-80s. However, irrationalconsumption and false needs were generated. Therefore, education and guidance on valueneed to be promoted, enabling the post-80s to gain a thorough understanding of themselvesand to stay true to themselves. Apart from this, both media and advertiser should transfertheir strategies, building correct consumption concept for their audience and consumers,constructing healthy consumption culture.