Marketing Thinking Based on the Consumption Structure and Consumption Behavior of two-child Families

DOI

10.2991/sser-18.2018.105How to use a DOI?

Keywords

Two-child; Consumption structure; Consumption behavior; Marketing strategy

Abstract

Universal two-child policy brings the change of family structure. Households will adjust their consumption structure and consumption behavior according to actual needs. The consumption demand of the second child family will focus on the infant's demand for food, clothing, housing, use and operation. Consumer behavior emphasizes nutrition, quality and safety, and tends to be famous brand goods or imported commodities. At the same time, the diversity, education, entertainment and interest of goods will be paid more attention. The consumption types of households are changing towards the development and enjoyment direction. Facing the new opportunities of the second child policy, businesses need to grasp the psychology of consumers, predict the trend of their development, rethink the positioning of marketing strategy, and formulate the corresponding marketing mix strategy from the aspects of commodity design, product innovation, advertising appeal, brand strategy and price formulation, etc. The purpose of all marketing activities is to benefit children, and satisfying the common desires and needs of children and parents.

Copyright

© 2018, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Jun Luo
PY  - 2018/05
DA  - 2018/05
TI  - Marketing Thinking Based on the Consumption Structure and Consumption Behavior of two-child Families
BT  - Proceedings of the 2018 8th International Conference on Social science and Education Research (SSER 2018)
PB  - Atlantis Press
SP  - 502
EP  - 505
SN  - 2352-5398
UR  - https://doi.org/10.2991/sser-18.2018.105
DO  - 10.2991/sser-18.2018.105
ID  - Luo2018/05
ER  -