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市場調查報告書

中國的青少年的行銷

Marketing to Teens - China - November 2014

出版商 Mintel China 商品編碼 318603
出版日期 內容資訊 英文 121 Pages
商品交期: 最快1-2個工作天內
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中國的青少年的行銷 Marketing to Teens - China - November 2014
出版日期: 2014年11月01日 內容資訊: 英文 121 Pages
簡介

本報告提供中國的青少年的想法和行動調查分析、目標、憧憬、休閒、電視節目、智慧型手機、消費趨勢等相關的系統性資訊。

簡介

摘要整理

問題點和考察

  • 現今的青少年多面性
  • 行銷的範圍
  • 閒置頻段:美容用品
  • 品牌以上

趨勢分析

  • 幫助自己
  • 影響力
  • 下一代

人口動態概要

  • 要點
  • 整體人口的8%13歲∼19歲
  • 大半學生
  • 高科技精通
  • 朋友的影響重要
  • 強力購買決策

心理學性的概要

  • 要點
  • 3個類型

現今的青少年 - 今後3年的目標

現今的青少年 - 尊敬的人

現今的青少年 - 休閒活動

現今的青少年 - 觀賞的電視節目

現今的青少年 - 用智慧型手機做的事

現今的青少年 - 選擇美容、個人保養用品時的要點

附錄

目錄

"Brands will need to have a full understanding of teenagers' attitudes and behaviour before they can effectively market to them. Knowing the multiple facets of today's teenagers and seeing their key pursuits and needs are both important." - Laurel Gu, Senior Research Analyst

This report answers the following key questions:

  • What are teenagers' goals for the next three years
  • Who do teenagers admire
  • What do teenagers do in their leisure time
  • What TV programmes are teenagers watching
  • What do teenagers do on their smartphones
  • What do they care the most about when choosing beauty and personal care products

Table of Contents

Introduction

  • Methodology
  • Abbreviations

Executive Summary

  • Attitudes and aspirations
  • There are three types of teenagers with different psychographic profiles
    • Figure 1: Agreement with attitudinal statements, by psychographic group, August 2014
  • Teenagers desire both academic excellence and enjoyment of life
    • Figure 2: Personal goals, August 2014
  • Leisure life
  • Teenagers engage themselves in a wide variety of leisure activities
    • Figure 3: Most common out of home leisure activities, by gender, August 2014
  • Very different areas of interests between male and female teenagers
    • Figure 4: TV programmes/videos watched most often, August 2014
  • Teenagers are heavy users of social networks
    • Figure 5: Type of mobile apps used most often, August 2014
  • Product choice/purchase drivers
  • Teenagers have become sophisticated product analysers
    • Figure 6: Important factors impacting teenagers' choice of beauty and personal care products, August 2014
  • Key issues
  • The multiple facets of today's teenagers
  • Scope for marketing academic excellence to "Dedicated Hard Workers"
  • A white space: beauty products designed for teenagers
  • Going beyond brands - time to market your corporate culture
  • What we think

Issues and Insights

  • The multiple facets of today's teenagers
  • The facts
  • The implications
    • Figure 7: Examples of brand advertising encouraging teenagers to pursue their dreams, China, 2013-14
  • Scope for marketing academic excellence to "Dedicated Hard Workers"
  • The facts
  • The implications
  • A white space: beauty products designed for teenagers
  • The facts
  • The implications
    • Figure 8: Examples of beauty and personal care products designed for teenagers, Italy and Japan, 2014
  • Going beyond brands - time to market your corporate culture
  • The facts
  • The implications

Trend Application

  • Help Me Help Myself
  • Influentials
  • Mintel Futures: Gen Next
    • Figure 9: Example of snack food targeting at teenagers, China, 2014

Demographic Overview

  • Key points
  • Teenagers aged 13-19 accounts for 8% of total population
    • Figure 10: Teenage population, 2003-18
  • Majority of teenagers are students
    • Figure 11: Educational status, August 2014
  • Today's teenagers are tech-savvy
    • Figure 12: Technology product ownership, by city tier, August 2014
  • Peers' influences gaining importance
    • Figure 13: Living status, by education status, August 2014
  • Gaining stronger power in making purchasing decisions
    • Figure 14: Weekly disposable allowance, by education status, August 2014

Psychographic Overview

  • Key points
  • Three types of teenagers
    • Figure 15: Teenager segmentation, August 2014
    • Figure 16: Agreement to attitudinal statements, by psychographic group, August 2014

Today's Teenagers - What are Teenagers' Goals for the Next 3 Years

  • Key points
  • Teenagers' spirit: work hard, play hard and dream large
    • Figure 17: Personal goals, August 2014
  • Teenagers are pursuing personal improvement in different aspects
  • Enjoyment of life is also important
  • Teenagers in college/university start to develop aspirations for their future career and family life (marriage)
    • Figure 18: Percentage of teenagers who will definitely or would like to achieve their personal goals in the next 3 years, by educational status, August 2014
  • Opportunity for marketing academic excellence to teenagers
  • Opportunity for marketing "good looks" to teenagers

Today's Teenagers - Who do Teenagers Admire

  • Key points
  • Entertainment stars are still most admired
    • Figure 19: Most admired celebrity, August 2014
    • Figure 20: Most admired entertainment celebrity's country of origin, by gender, August 2014
  • Teenage boys are enthusiastic about sports stars
    • Figure 21: Most admired sports celebrities, by gender and city tier, August 2014

Today's Teenagers - What do Teenagers do in their Leisure Time

  • Key points
  • Teenagers do a wide variety of leisure activities
    • Figure 22: Most common out of home leisure activities, by gender, August 2014
  • There are significant geographical differences
    • Figure 23: Most common out of home leisure activities, by city tier, August 2014

Today's Teenagers - What TV Programmes are Teenagers Watching

  • Key points
  • Entertainment TV shows and sports games are most popular among teenagers
    • Figure 24: TV programmes/videos watched most often, August 2014
  • Growing interest in watching TV series imported from South Korea
    • Figure 25: Origin of TV series watched most often, August 2014
  • School life and sitcoms are themes/types that interest teenagers most
    • Figure 26: Type of TV series watched most often, by gender, August 2014
  • A growing interest in modern life topics as teenagers approach adulthood
    • Figure 27: Type of TV series watched most often, by educational status, August 2014

Today's Teenagers - What do Teenagers do on their Smartphones

  • Key points
  • Teenagers are heavy users of social network apps
    • Figure 28: Type of mobile apps used most often, August 2014
    • Figure 29: Social networking apps usage, by demographic groups, August 2014
  • Opportunity for telecom operators to offer products tailored to teenagers' mobile apps usage habits
    • Figure 30: Frequent users of games and shopping apps, by gender and educational status, August 2014
  • Scope for new apps to help teenagers balance their study and recreation needs

Today's Teenagers - What do they Care about the Most when Choosing Beauty and Personal Care Products

  • Key points
  • Teenagers are quite sophisticated product analysts
    • Figure 31: Important factors impacting teenagers' choice of beauty and personal care products, August 2014
    • Figure 32: Important factors impacting teenagers' choice of beauty and personal care products, by demographic groups, August 2014
  • The influential factors can vary across city tiers and regions
    • Figure 33: Important factors impacting teenagers' choice of personal care products, by city tier, August 2014

Appendix - Technology Products Ownership

  • Figure 34: Technology products ownership, August 2014
  • Figure 35: Most popular technology products ownership, by demographics, August 2014
  • Figure 36: Next most popular technology products ownership, by demographics, August 2014

Appendix - What do Teenagers do in their Leisure Time

  • Figure 37: Most common out of home leisure activities, August 2014
  • Figure 38: Most common out of home leisure activities, by demographics, August 2014
  • Figure 39: Next most common out of home leisure activities, by demographics, August 2014
  • Figure 40: Other common out of home leisure activities, by demographics, August 2014

Appendix - What TV Programmes are Teenagers Watching

  • Figure 41: TV programmes/videos watched most often, August 2014
  • Figure 42: Most popular TV programmes/videos watched most often, by demographics, August 2014
  • Figure 43: Next most popular TV programmes/videos watched most often, by demographics, August 2014
  • Figure 44: Other TV programmes/videos watched most often, by demographics, August 2014
  • Figure 45: Origin of TV series watched most often, August 2014
  • Figure 46: Most popular origin of TV series watched most often, by demographics, August 2014
  • Figure 47: Next most popular origin of TV series watched most often, by demographics, August 2014
  • Figure 48: Type of TV series watched most often, August 2014
  • Figure 49: Most popular type of TV series watched most often, by demographics, August 2014
  • Figure 50: Next most popular type of TV series watched most often, by demographics, August 2014
  • Figure 51: Other type of TV series watched most often, by demographics, August 2014

Appendix - What do Teenagers do on their Smartphones

  • Figure 52: Type of mobile apps used most often, August 2014
  • Figure 53: Most popular type of mobile apps used most often, by demographics, August 2014
  • Figure 54: Next most popular type of mobile apps used most often, by demographics, August 2014
  • Figure 55: Other type of mobile apps used most often, by demographics, August 2014

Appendix - What do Teenagers Care about the Most when Choosing Beauty and Personal Care Products

  • Figure 56: Important factors impacting teenagers' choice of personal care products, August 2014
  • Figure 57: Most important factors impacting teenagers' choice of personal care products, by demographics, August 2014
  • Figure 58: Next most important factors impacting teenagers' choice of personal care products, by demographics, August 2014
  • Figure 59: Other important factors impacting teenagers' choice of personal care products, by demographics, August 2014

Appendix - What are Teenagers' Goals for the Next 3 Years

  • Figure 60: Personal goals, August 2014
  • Figure 61: Personal goals - Studying abroad, by demographics, August 2014
  • Figure 62: Personal goals - Improving my appearance, by demographics, August 2014
  • Figure 63: Personal goals - Improving my body shape, by demographics, August 2014
  • Figure 64: Personal goals - Earning more money, by demographics, August 2014
  • Figure 65: Personal goals - Starting my own business, by demographics, August 2014
  • Figure 66: Personal goals - Travelling, by demographics, August 2014
  • Figure 67: Personal goals - Finding a girlfriend/boyfriend, by demographics, August 2014
  • Figure 68: Personal goals - Becoming famous, by demographics, August 2014
  • Figure 69: Personal goals - Developing a talent, by demographics, August 2014
  • Figure 70: Personal goals - Achieving good grades, by demographics, August 2014

Appendix - Teenagers' Attitudes

  • Figure 71: Teenagers' attitudes, August 2014
  • Figure 72: Agreement with the statement 'Using a niche brand can better reflect my uniqueness', by demographics, August 2014
  • Figure 73: Agreement with the statement 'I feel confident about my appearance', by demographics, August 2014
  • Figure 74: Agreement with the statement 'Using premium products gives me a confidence boost', by demographics, August 2014
  • Figure 75: Agreement with the statement 'It is more worthwhile to enjoy life at the moment than to make plans for the future', by demographics, August 2014
  • Figure 76: Agreement with the statement 'It would be more enjoyable to lead an ordinary life rather than being famous', by demographics, August 2014
  • Figure 77: Agreement with the statement 'Having good grades is the only key to a brilliant future', by demographics, August 2014
  • Figure 78: Agreement with the statement 'Working hard plays a more important role on the way to success than family background', by demographics, August 2014
  • Figure 79: Agreement with the statement 'I feel lost when thinking about my future', by demographics, August 2014
  • Figure 80: Agreement with the statement 'I would prefer to have more personal space without interference from my parents', by demographics, August 2014
  • Figure 81: Agreement with the statement 'It is difficult to be confident around peers that are successful', by demographics, August 2014

Appendix - Teenager Segmentation

  • Figure 82: Psychographic groups, by demographics, August 2014
  • Figure 83: Personal goals, by psychographic groups, August 2014
  • Figure 84: Teenagers; attitudes, by psychographic groups, August 2014
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