Z世代消费观下购物中心IP活动现状调查与分析——以西安市为例

Investigation and Analysis of the Current Situation of Shopping Center IP Activities Under the Generation Z Consumption Concept——Taking Xi'an City as an Example

本文采用科学的数理统计方法,研究了Z世代消费特性以及Z世代消费观下西安市购物中心引入IP活动的现状,发现购物中心的IP活动存在IP资源紧缺、IP活动商业价值开发拓展不充分、IP活动同质化严重、宣传推广不足、与Z世代消费偏好匹配度低、引流效果不佳等问题。基于以上问题提出相关建议:通过以Z世代消费特性为导向精准宣传所引入的IP活动特点;不断创新营销方式,加强IP活动内容革新;迎合Z世代消费者偏好,设置活动场景,深化IP活动互动体验;融入地区独特文化元素,进行文化价值拓展等方式引入客流、促进消费,最终提高购物中心的经济效益。

This paper uses scientific mathematical statistics methods to study the consumption characteristics of Generation Z and the current situation of introducing IP activities into shopping centers in Xi'an under the concept of Generation Z consumption.It finds that the IP activities of shopping centers are in short supply of IP resources,inadequate development and expansion of the business value of IP activities,serious homogenization of IP activities,insufficient publicity and promotion,low matching with the consumption preferences of Generation Z,and poor drainage effect.Based on the above issues,relevant suggestions are put forward for shopping centers:precise promotion of the IP activity characteristics introduced through the Z generation consumption characteristics;continuously innovating marketing methods and strengthening the innovation of IP activity content;catering to the preferences of Generation Z consumers,setting event scenarios,and deepening the interactive experience of IP events;integrating unique cultural elements into the region,expanding cultural value,and other means to introduce customer flow and promote consumption,ultimately improving the economic benefits of shopping centers.