中國年輕世代（16歲至30歲）消費者

Phoenix Generation: Insights Into Chinese Consumers

出版商	Pearl Research
出版日期	2008年06月	商品編碼	69244
內容資訊	英文 100 Pages
價格	US $ 3500 Hard Copy

簡介
目錄
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中國年輕世代（16歲至30歲）消費者 是由出版商Pearl Research在2008年06月所出版的。這份英文市場調查報告書包含100 Pages 價格從美金3500起跳。

簡介

本報告書內容包括：中國年輕世代（16歲至30歲）消費者的流行、網路・遊戲等利用動向、人氣網站等調查分析、所得、居住地區等形成的差異等。內容綱要摘記如下：

調查内容

籃球
- 歷史・發展
- 街上籃球
- 中國的NBA
- Li Ning Company Limited：企業介紹
- 總論
嘻哈
- 中國的嘻哈文化
- 饒舌歌：MC HotDog
- 中國政府因應對策的變化
網路・線上遊戲等
- 網咖之利用
- 低收入人口
- 娛樂支出的差距
- 主要休閒活動：看書
- 主要網路活動：線上遊戲下載
- PC・主要遊戲平台
- 桌上型電腦・行動電話的高普及率
訪談

“The Phoenix Generation: Insights into Chinese Consumers” is a comprehensive lifestyle study focused on Chinese consumers ages 16 to 30. Pearl Research' s study covers Internet and technology product adoption and trends; lifestyle trends such as the growth of hip-hop, street basketball and the NBA. The study also provides exclusive consumer segmentation and an analysis of the Chinese middle-class.

Key findings include:

Popular Trends: Street basketball, the National Basketball Association (NBA) and hip-hop have grown in popularity as Chinese consumers embrace new cultural experiences. Pearl Research takes a deep dive into these segments with ethnographic research and how marketers have leveraged these trends to connect with Chinese consumers. Brands such as Nike, Adidas and Li Ning have benefited from this as Chinese youth aspire to look like their favorite sports stars.
Internet and Online Games Trends - China has more than 210 million internet users making it the largest Internet population worldwide. However, Internet usage in China tends to differ as 100 million of theses users are under the age of 25, thus are more likely to seek out entertainment content. Based on Pearl Research' s online survey, online gaming (60%) and chatting (65%) were cited as top reasons to go online. Approximately 51% of our sample enjoyed playing multiplayer online games (MMORPGs) while casual games were equally popular at 44%. Pearl Research' s survey includes data about monthly entertainment spend; mobile phone, MP3 and PC penetration; PlayStation 3, Xbox 360, Nintendo Wii hardware adoption and Internet cafe usage trends.
Consumer Segmentation - Pearl Research has devised detailed consumer segmentation to understand the wide range of Chinese consumers. Urban incomes have reached $5,000 in first-tier cities such as Shanghai and Beijing. Allison Luong, Managing Director of Pearl Research, “As incomes rise in China, “Chuppies” or Chinese Yuppies are an increasingly common sight. Many place their savings into purchasing homes, cars, and investing in stocks and bonds. They are at the forefront of China' s burgeoning middle class and spending boom.”
Unique Websites: Pearl Research has compiled a list of unique websites in China.

These sites were selected based on their popularity and growth potential. Pearl Research has included Xiaonei.com, Blogchina.com, Sky-fire.com, and Dangdang.com, as some of the sites to watch.The Phoenix Generation study is based on 200 in-depth one-on-one interviews across both first and second-tier cities in China and more than 450 survey respondents.

Introduction to the China Youth Project
4. About the China Youth Project
We First Met Zhu Feng
6. Update on Zhu Feng
Popular Websites
8. Websites to Watch

Basketball in China
18. History and Growth of Basketball
20. Chinese Streetball: The Harlem Globetrotters with Chinese Characteristics - Part 2
23. Flair-Style-Flash: Why Kobe Bryant Trumps Yao Ming - Part 2
25. Photos From Streetball in Beijing
26. Streetball Terms
28. Going Global: The NBA in China
30. Li Ning Company Limited - Company Profile Snapshot
31. Basketball in China: Conclusion