70后、80后和90后消费者的价值观与生活形态——一个帖子引发的世代争议

The Value and Lifestyle of Consumers of the Generation after 70s, 80s and 90s the Argument from a Topic

世代亚文化对消费者行为有直接影响，营销人员针对不同年龄采取不同的市场策略。现在对世代的划分普遍以年代作为界限，如1970年、1980年、1990年等。社会各界对70后、80后、90后的关注从未间断过，如豆瓣2008年年初的一篇“70后、80后和90后的区别”的帖子，回帖量高达477个，历时两年依然有人回帖发表见解。为了验证原帖中关于70后、80后、90后价值观与生活形态的描述，本文针对该帖子采用内容分析法对回帖内容进行编码，得出“对原帖的整体态度”、“对三个世代整体态度的描述”、“对原帖中个别事实的态度”和“回帖者新增对于世代的观点”四个部分，进行分析和总结发现：（1）原帖对某些事实的夸张和贬义倾向导致48％的回帖对整体持否定态度；（2）对80后持肯定态度的帖子数量最多，对90后的争议最多，涉及70后的回帖较少；（3）80后符合事实的条目最多，其次是关于70后的描述，对90后描述的事实都或多或少的遭到反对；（4）回帖者提出两个主要观点，即三个世代对比的前提不合理与世代划分的标准值得商榷。

Generation sub-culture has a direct impact on consumer behavior, marketers adopt different marketing strategies for different ages. Now generation cohorts are usually classified by decades, such as the 1970, 1980, 1990 and so on. The community has never stopped paying attention to the generation of 70s, 80s, 90s, for example a topic from Douban named＂the distinction among the generation of 70s, 80s and 90s＂ in early 2008 ,of which the posts were up to 477 lasting two years. In order to verify the description of values and lifestyle of the generation after 70s, 80s, 90s, this paper uses content analysis on the post, classified as＂the overall attitude of the topic＂, ＂the overall attitude of three generations ＂,＂ the attitude of the particular facts of the topic＂ and ＂new ideas added for the generation＂. The result is that： （1） the exaggerated and derogatory description on certain facts causes 48% overall negative attitude; （2） the most positive attitude is towards the generation after 80s; the most con^oversial attitude is towards the generation after 90s; the lest posts refer to the generation after 70s; （3） the number of facts confirmed on the generation after 80s are more than 70s; all the facts are almost opposed more or less; （4） the posts raise two main points, which are that the precondition of the three generations comparison is unreasonable and that the standard of generation classification still need discuss.