Y&Z世代的消费体验及优选营销对策：以中国下沉市场为案例研究

Consumption Experience and Preferred Marketing Solution for Gen Y&Z: A Case Study of Small - Town and Rural Markets in China

曾明(Ming Zeng) ； 林正杰(Kelvin C.K. Lam)

《DPU International Conference on Business Innovation and Social Sciences 2021》 International Sessions (2021/05) Pp. 809-819

https://doi.org/10.29608/caicictbs.202105.0087

摘要

本研究旨在探讨较适合于中国下沉市场的优选营销对策。本研究以定性研究，通过目的抽样选取15名下沉市场中的Y&Z世代进行半结构式访谈。从他们的视角出发，了解目前他们在下沉市场中对于消费渠道的使用情况。通过计划行为理论和消费体验理论，分别用来理解影响他们首选消费渠道的因素和首选消费渠道的消费体验。并通过内容分析法，对访谈数据进行分析，得出目前下沉市场中Y&Z世代首选的消费渠道是线上消费渠道，比较倾向于以产品价格、服务等为主的功能体验。以线上与线下相结合的方式，各取所长，是目前较适合于下沉市场的优选营销对策。

關鍵字

下沉市场 ； Y&Z世代 ； 消费渠道 ； 购买意愿 ； 消费体验

並列摘要

This research aims to explore the optimal marketing strategies that are more suitable for China's small-town and rural markets. This research uses a qualitative study to select 15 Y&Z generations in the small-town and rural markets to conduct semi-structured interviews. From their perspective, we can understand their current use of consumer channels in the small-town and rural markets. Through the theory of planned behavior and consumption experience theory, they are used to understand the factors that affect their preferred consumption channels and the consumption experience of their preferred consumption channels. According to the content analysis method analyzed the interview data and concluded that the preferred consumption channel of the Y&Z generation in the small-town and rural markets is the online consumption channel, which is more inclined to the functional experience based on product prices and services. Combining online and offline methods, making good use of each strength, is currently the preferred marketing strategy that is more suitable for small-town and rural markets.

並列關鍵字

Small - Town and Rural Markets ； Y&Z Generation ； Consumption Channel ； Purchase Intention ； Consumer Experience