我国中等收入阶层需求分析——兼论企业营销变革

Analysis on the Demand of Middle Class Chinese——Concurrent Research on the Marketing Transformation of Business

20世纪90年代以来,随着改革开放的日益深入和经济社会的快速发展,我国社会阶层构成开始发生变化,其中,中等收入阶层正成长为一个重要的社会阶层,尽管目前其所占比重仍较小。营销者必须重视这一变化对企业经营决策的影响。本文在对我国中等收入阶层的产生背景和基本特征进行分析的基础上,着重研究了中等收入阶层的需求和购买行为特征;然后,针对企业的营销变革提出了一些看法和建议。

With the further deepening of reform and opening up as well as the rapid development of e-conomy and society, the Chinese social class structure has undergone major changes since the 1990s. Middle Class is growing to an important class despite its small proportion in entire society. Marketers should pay keen attention to the impact of this change on business operational and decision - making activities. This paper analyzes both the backgrounds which give birth to Middle Class Chinese and their basic features, on the basis of which it focuses on the characteristics of the demand and purchasing behavior of Middle Class Chinese. Afterwards it brings forth some ideas and proposals on marketing transformation.