CAJ | 학술논문

中国的家庭结构模式自计划生育政策实施以来，一直在不断地发生着变化。三口之家的家庭结构模式更是成为中国普遍的家庭模式而存在。家庭结构模式的变化导致了家庭消费品市场需求的变化，企业的营销策略也应随之而发生变化。本文主要从目前中国最为普遍的核心家庭模式——三口之家角度，对三口之家的家庭成员的消费特点，消费观念，以及家庭消费决策特点进行分析，研究他们的消费行为，并针对这些特点为企业的营销策略提出建议。
중국적가정결구모식자계화생육정책실시이래，일직재불단지발생착변화。삼구지가적가정결구모식경시성위중국보편적가정모식이존재。가정결구모식적변화도치료가정소비품시장수구적변화，기업적영소책략야응수지이발생변화。본문주요종목전중국최위보편적핵심가정모식——삼구지가각도，대삼구지가적가정성원적소비특점，소비관념，이급가정소비결책특점진행분석，연구타문적소비행위，병침대저사특점위기업적영소책략제출건의。
Since the implementation of family planning policy, family structural pattern in China is changing. Family structural pattern with a family of three is universal in China. The change of family structural pattern leads to the change of home consumer products marketing and enterpriseg marketing strategy should change accordingly. Based on the above -mentioned family pattern, this paper analyzes family consumption characteristics and its consumption concept as well as characteristics of home consumption decision in term of a family of three, studies their consumption behaviors and makes suggestions for enterprise's marketing strategy according to these characteristics.