Author(s)

Zhu Xuanxuan ¹

Affiliation(s)

¹ College of Communication and Art Design, University of Shanghai for Science and Technology, Shanghai, 200093, China

Corresponding Author

Zhu Xuanxuan

ABSTRACT

China is at the time of the new consumption era of the intergenerational transformation of consumer subjects, the renewal and expansion of consumption patterns and the upgrading of consumption concepts. Young consumers represented by the post-90s generation have gradually become the main force of consumption in China. The upgrade of consumption concept and consumption model just fits the consumption concept and consumption behavior of the post-90s generation. In order to seize the future market, intergenerational marketing is the general trend. This article believes that China’s current generational marketing has the problems of blindness, conformity, and homogeneity. Based on this, future generations of marketing need to reasonably use artificial intelligence for accurate consumer portraits and connect consumers and brands from the perspective of the circle, and deeply cultivate the content of youthful marketing, enhance the presence of young consumers, and carry out an interactive and social intergenerational marketing model.

KEYWORDS

Intergenerational marketing, New consumption, Challenges, Opportunities

CITE THIS PAPER

Zhu Xuanxuan. Challenges and Opportunities of Chinese Intergenerational Marketing in the New Consumption Era. Journal of Sociology and Ethnology (2021) 3: 12-18. DOI: http://dx.doi.org/10.23977/jsoce.2021.030303.

REFERENCES

[1] Li Chunling. Intergenerational Sociology: A unique perspective to understand the values and behavior patterns of the new generation in China (Translation), China Youth Study. 2020(11): p38.
[2] Peng Lan. Circleization of the network: clustering and grouping in the dimensions of relationship, culture, and technology [J]. Editorial Friend, 2019(11), p.5.

Sponsors, Associates, and Links

---

• Journal of Language Testing & Assessment
  
  
• Information and Knowledge Management
  
  
• Military and Armament Science
  
  
• Media and Communication Research
  
  
• Journal of Human Movement Science
  
  
• Art and Performance Letters
  
  
• Lecture Notes on History
  
  
• Lecture Notes on Language and Literature
  
  
• Philosophy Journal
  
  
• Science of Law Journal
  
  
• Journal of Political Science Research
  
  
• Advances in Broadcasting