改革
改革
개혁
Reform
2013年
1期
93~101
,共null页
新生代农民工 生活方式 “三农”问题
新生代農民工 生活方式 “三農”問題
신생대농민공 생활방식 “삼농”문제
new-generation migrant workers; lifestyle; issues concerning ＂agriculture; countryside and farmers＂
新生代农民工正成为重要的消费群体。采用AIO量表测量技术,对新生代农民工生活方式进行测度的结果表明,新生代农民工生活方式可从生活、兴趣和观念三个维度展开。新生代农民工逐渐形成＂工作休闲并驱＂的多样化生活方式,兴趣也出现多元化的倾向,乡村部分的传统仪式已转化为其内在的精神坚守。因应新生代农民工生活方式发生的新变化,企业应实施针对性的策略,对新生代农民工市场进行细分,实施品牌营销策略,选择合适的营销渠道。
新生代農民工正成為重要的消費群體。採用AIO量錶測量技術,對新生代農民工生活方式進行測度的結果錶明,新生代農民工生活方式可從生活、興趣和觀唸三箇維度展開。新生代農民工逐漸形成＂工作休閒併驅＂的多樣化生活方式,興趣也齣現多元化的傾嚮,鄉村部分的傳統儀式已轉化為其內在的精神堅守。因應新生代農民工生活方式髮生的新變化,企業應實施針對性的策略,對新生代農民工市場進行細分,實施品牌營銷策略,選擇閤適的營銷渠道。
신생대농민공정성위중요적소비군체。채용AIO량표측량기술,대신생대농민공생활방식진행측도적결과표명,신생대농민공생활방식가종생활、흥취화관념삼개유도전개。신생대농민공축점형성＂공작휴한병구＂적다양화생활방식,흥취야출현다원화적경향,향촌부분적전통의식이전화위기내재적정신견수。인응신생대농민공생활방식발생적신변화,기업응실시침대성적책략,대신생대농민공시장진행세분,실시품패영소책략,선택합괄적영소거도。
New-generation migrant workers are becoming a more and more important consuming group.The paper uses the measurement technology of AIO scale to measure the new generation of migrant workers lifestyle.The results shows that,the new generation of migrant workers lifestyle can analyze from three aspects including the life,interest and concept.The new generation of migrant workers has gradually formed a lifestyle of ＂working while leisure＂,the diversified interests and some of the rural traditional rituals parts have been converted into their inner spirit.The enterprises should implement the new strategy and make market segmentation,implement brand marketing strategy,select the appropriate marketing channel according the new lifestyle change of the new generation of migrant workers.
