How To Decide Marketing Strategy From Consumer Psychology?

< p > modern society is developing very fast and new things are emerging.

The consumption psychology is driven by this trend, and the stability is reduced. It tends to synchronize with the society in the speed of psychological pformation.

Over the past few decades, the phenomenon of a product's popularity has been very rare. The upgrading of consumer goods is very fast.

The shortening of the product life cycle, in turn, will accelerate the psychological pformation speed of consumers.

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< p > for implementing effective target marketing, it is very important to understand customer needs.

However, finding customer needs is not always easy.

People are not fully aware of their own potential demand motivations, or that people do not fully understand the reasons for their buying behavior.

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< p > consumer behavior research is the basis of marketing decision making. It is closely related to the marketing activities of the enterprise market.

It has great significance for improving the level of marketing decision and enhancing the effectiveness of marketing strategy.

Consumer behavior includes the way that target consumers often use in the process of buying and using products.

Such as: the usual ways of understanding, the main methods of obtaining, the key influencing factors, the way of using habits, etc.

The enterprises in twenty-first Century are facing unprecedented fierce competition. The market is changing from seller monopoly to buyer monopoly, and the era of consumer oriented marketing has arrived.

In the buyer's market, consumers will be faced with more complex commodities and brand choices. If enterprises regard the 80 and post-90 consumers as the main target customers, they must be prepared to change their traditional production and sales methods, hoping to communicate with these players. Then operators must consider the following changes: understand the language of 80 and 90, give them a platform to show themselves, let them participate in the whole process of production and marketing, and communicate equally, stimulate their creativity, share the shopping experience and influence more consumer groups.

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< p > let's see from 80 to 90, from moonlight clan to new poor family, from slave to card slave, from flash marriage clan to gnawing old clan to naked marriage clan.

What is the reason behind these phenomena and what is the significance for the future marketing strategy?

In terms of quantity, the number of consumers in the 1980s and 1990s has reached more than 300 million, and their consumption potential is enormous. From the perspective of capability, consumers of this age group have strong consumption capacity, and they are the main force to promote the current consumption trend in China. Moreover, their purchasing power, purchase understanding and purchase discourse power are affecting the marketing strategy of many enterprises.

As early as 2005, there are surveys in the country: Although the educational circles have given many negative evaluations to this generation over the years, such as spoiled, lazy, selfish, arbitrary, high score, low energy, strong dependence, poor self-supporting ability, poor psychological endurance, indifferent feelings, addicted to the Internet, making unrealistic fantasies, etc.

However, they are psychologically independent, talented and energetic.

They live in the era of rapid development of electronic information, and grasp a lot of information.

As time goes by, more people describe this group of young people. They were born in the 80s of last century, and in the background of a knowledge-based economy, they came to the fore almost immediately after entering the workplace. Their different past temperament is attacking traditional lifestyles and values. Now 80 is becoming the mainstream of society. Their most outstanding feature is that they will not be diligent and busy with work like the previous generation, they will have more personalities and thoughts, and "do what they like" becomes a true portrayal of this generation.

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< p > the generation environment of this generation has changed fundamentally with the previous generation.

Ten thousand years is too long. Only by innovation can we seize the day.

It may be the best description of this generation's psychology.

The psychological characteristics of the post-80s generation can be summed up in three aspects: optimistic consumerism, daring to take risks, and the purpose of consumption is to emphasize the pursuit of happiness and enjoy life instead of the traditional sense of achievement.

In consumption, attention is paid to the embodiment of personal value while the concern for relationship consumption and emotional consumption is reduced.

Heavy brand, heavy fashion, and willing to pay for it, the interpretation of low-priced products may no longer be "cost-effective", but "not enough."

Enterprises should formulate corresponding marketing strategies for the consumption characteristics of the only child after 80, highlighting "enjoying life", "realizing personal value" and "quality and grade".

Although 80% of them need to buy houses and cars, they are still enjoying themselves in drinks, instant noodles, chewing gum and coffee products.

It is an indisputable fact that the rise of the 1980s in the consumer sector is not the hype of the marketing concept.

Another example is that the 80's generation is independent and publicized, and the brand loyalty of most products is not high. It is used to exchange between different brands. This illustrates the ability of 80's to accept new brands from another angle, and they believe in their own feelings and judgments.

At the same time, they are also good at using search tools to find answers. They pay more attention to quality. They pursue fashion and advocate individuality. Price is not the primary factor of a post-war concern. They have a strong consumption impulse. For manufacturers, this is the best stage to cultivate brand loyalty. The market situation shows that once 80 years later, when they like a brand, they will love the brand more, and it is hard for them to give up.

This force will not be seen by merchants.

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The P generation has changed greatly since the growth of society and < a href= "http://www.91se91.com/news/index_h.asp" > marketing < /a > environment.

The survey showed (2009) that in the post-90s generation of China, more than 80% of the people had access to the Internet.

More than 60% of urban children have Internet connections at home.

This characteristic of life has led to more and more so-called "house girls" and "otaku" in the 1990s.

For them, the Internet world is even more important than the real world.

In terms of consumption behavior, consumers in 90s tended to convert some consumption perception into consumption value. Their demand for emotional, boastful and symbolic value of commodities has already exceeded the material value and value of goods or services.

It can be said that the real 90's live in two worlds, one is the real world, the other is the virtual network world, depending on the existence of the network. If we want to make the marketing adapt to the life after 90, we must not ignore the influence of the Internet.

The consumption psychology of the post-90s generation is bigger than that of the 1980s. Because of the greater changes in their social and marketing environment, they have great differences in their beliefs and values, especially their consumption concepts and psychological characteristics.

The consumption characteristics of post-90s are to pform some consumption perception into consumption value. Their demand for emotional, boastful and symbolic value of commodities has already exceeded the material value and value of goods or services.

The biggest difference of the generation after 90 is probably the change of buying mode, or they prefer the way of buying online.

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< p > for the post-90s generation of consumers, it may be a driving force for them to continue consuming.

Although they also know that the pursuit of fashion and fresh things may not have any real value, but it can bring them different fresh feelings and good feelings.

These characteristics of post-90s show that consumers with personality in today's marketing situation tend to regard themselves as a "emotional person". Their consumption behavior is an emotional experience process driven by consumers, driven by intrinsic motivation, < a href= "http://www.91se91.com/news/index_q.asp" and "value /a".

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< p > survey shows that shopping on the Internet is a more obvious feature than that of other consumers of different ages.

This is closely related to the consumption needs, motives, values, and < a href= "http://www.91se91.com/news/index_s.asp" > ego < /a >.

After 90, I like to go online to clean up the cheaper products of the same style such as clothes, cosmetics, cell phones and so on.

It can be said that the biggest difference between the 80's generation and the 90's generation is the difference between the consumers in other age groups, or that they prefer online shopping.

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Changes in media habits after "P" and "post-90s": changes in Chinese consumer structure and consumer psychology have led to changes in media structure.

Recent studies have shown that (2010) the mode of information acceptance of the post-80s and the 90 generation has changed comprehensively. In a research report on the ratings of the post-80s generation, more than 33% of the 80's audiences said that they did not watch TV very much. About 24% of the 80's viewers watched TV once 4-7 days, and 24% of those who watched it 2-3 days later, only about 18% of the 80's would watch TV every day.

Although these data need further verification, there is one thing that illustrates the fact that TV is weakening its influence on lock-in and overcrowding these post-80s people, and that the new digital media is having a profound impact on the post-80s generation.

The new digital media mainly includes outdoor LCD TV media, Internet and digital terminal media such as mobile phones and I-pad.

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< p > and the situation after 90 is even more. They have more choices and preferences for TV programs.

The probability of reading magazines after 80 and 90 is high, especially their favorite subjects, but the coverage is not high. Generally speaking, there is less time to read newspapers after 80 and 90, which is also a phenomenon of the whole age.

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