消費者行為與趨勢

各品牌廠商不管是現在或未來仍需持續改善顧客購物體驗,拜大數據的浪潮及科技進步所賜,接下來的行銷策略勢必結合大量數字管理分析及實體銷售經驗結合,以其得到更全面的覆蓋率。另外由於智慧型手機商務及行動支付的成熟發展下,移動式行銷將會更加普遍。 Brand owners should keep improving customers’ shopping experience for now and the future. Because of the trend of big data and advanced technology, marketing strategy must include managing and analyzing huge amount of numerical data and combine with the actual sales experience for gaining wider market coverage. In addition, mobile marketing will be another trend due to the well-developed of e-commerce and mobile payment.

隨著Z世代逐漸成長,他們也即將成為新興主力消費族群,品牌廠商必須提高對這個龐大的消費群體的注意力。而此一族群的特性便是擁有高度的社交媒體行為,當與這些消費者做溝通策略時,不是單純提供個別消費者體驗,而需將社交媒體行為與其他消費者資訊結合,進一步形成一種社群網絡的購買體驗。如文章所述,Z世代繼千禧世代之後也進入社會,開始成為職場中堅,這個世代的年輕人從小生活在數位時代裡,網路對他們來說是生活的必需品,漸漸也改變消費市場。
As the growth of Gen Z, they’re going to be the next purchasing powerhouse. Thus, brand owners should put more attention on this group of consumers. Gen Z is known for their fervent social media usage, so when developing communication strategy, brand owners should combine their social media behavior with other customers information instead of focusing on single customer’s experience, to form a common purchase experience of their social network. As mentioned, Gen Z, the group born after the Millennials, is starting their young careers and being pivotal. Gen Z grow up in a digital era, Internet is like a necessity to their daily life. The change of generation also changes the market.

Consumer & Shopper