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《Reform》 2013-01
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The Lifestyle Proof about New-generation Migrant Worker and Its Multidimensional Trend

Li Yimin Shen Lei  
New-generation migrant workers are becoming a more and more important consuming group.The paper uses the measurement technology of AIO scale to measure the new generation of migrant workers lifestyle.The results shows that,the new generation of migrant workers lifestyle can analyze from three aspects including the life,interest and concept.The new generation of migrant workers has gradually formed a lifestyle of "working while leisure",the diversified interests and some of the rural traditional rituals parts have been converted into their inner spirit.The enterprises should implement the new strategy and make market segmentation,implement brand marketing strategy,select the appropriate marketing channel according the new lifestyle change of the new generation of migrant workers.
【Fund】: 国家社会科学基金项目“新生代农民工生活方式研究”(批准号:11BGL067)
【CateGory Index】: D412.6
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