老年人消费类型分析——二、三线城市个案研究

Analysis of Consumption Patterns among the Aging People——Based on a Case Study of the Second and Third-tier Cities

未来我国市场增量主要来源于二、三线城市。根据石家庄、西宁、普洱三地调查数据提炼出老年人四种消费类型:温饱型老年人消费谨慎,以满足生存需求为目的;小康型老年人的消费观具有补偿性,注重自身生活质量的改善;发展型老年人容易受到市场、厂商的消费引导,成为老年消费市场的新生力量;享受型老年人经济条件优越,其生活追求健康、舒适与享受。其中发展型老年人拥有良好的经济基础,其消费欲望易于被激发与实现,是今后老年消费市场的主力军。

The increment in future market of China will come from second and third-tier cities. Based on the investigation of Shijiazhuang, Xining, Puer, this paper extracts four consumption types about aging people. We insist that subsistence consumers remain cautious about spending only to meet the needs of survival purposes. Well-off consumers keep compensatory attitudes, and they focus on improving the quality of their lives. Development consumers are susceptible to the guidance of market. Thus, they represent a profound new force in consumer market. With superior economic conditions, the enjoying consumers pursue a healthy, comfort and enjoyment life. The development consumers with good economic foundation whose consuming desires are easily to be stimulated and achieved, will become the main force of the future elderly consumer market.