文档介绍：关于青少年消费群体的研究模板
6 Rules Of Engagement 激励一代参与社会的六项方式
Genie
Machine
System = treadmill
of success
社会机制-为了成功
而单调的工作
ultural differences
并没有所谓的 亚洲年轻一代
因为文化间的差异太多了!
Myth # 1 第一个谜思
Ignoring universal truths about people restricts the scope of brand-consumer relationships
如果忽略了有关人的共通事实, 将会局限品牌与消费者之间的关系.
!
DANGER
注意
Myth #2 第二个谜思
There is an Asian 揋enerasian X?emerging, unhappy and increasingly feeling cut-off from the rest of society
一群不愉快，而且日益与社会疏离的
亚洲X一代出现了。
Myth # 2 第二个谜思
A 揋enerasian X?does not exist; indeed they do not see themselves as part of a distinct 揼eneration?in the same way as young people in the West
亚洲并没有Ｘ一代；
他们并不认为自己像是西方年轻人那般
自认为属于一个明显不同的一代。
!
DANGER
注意
Myth #3 第三个谜思
Young people in Asia are totally consumed by materialism.
They don抰 care about society.
亚洲的年轻一代,
完全被物质主义所驾驭,
他们不关心社会。
Our trend gurus also support this myth .....
我们所访问的趋势专家,
也支持这样的谜思。
Self-Centred Approach To Life 以自我为中心的生活方式
揟hey only care about
self-interest, or self preservation? (Guru - Singapore)
撍峭ǔＶ蛔⒁庾约旱男巳び
维护自我?新加坡的专家)
揈veryone is practical and realistic. No one will help others for nothing
(Guru - Taiwan)
懨扛鋈硕冀簿渴导?
没有人会无条件的帮助他人
(台湾的专家)
揟hey belong to the hyper-warp-speed-to-success generation. The I-want-it-now-yesterday generation?(Guru - Malaysia)
他们是讲究快逸速食文化的一代
(马来西亚的专家)
揟hey believe that to profit in life is to really enjoy it
(Guru - Thailand)
撍窍嘈懦浞窒硎懿拍苁股罘岣粩 (泰国的专家)
Superficial Approach to Acquiring Things/Experiences 获得事情或经验的表面方式
揟hey have high ambitions and tend to spend their limited money on fashionable and trendy items
(Guru-China)
撍呛苡幸靶? 而且, 他们 将有限的金钱都花在流行与 时尚的东西上?大陆的专家)
揈at well, drink well and being able to have fun - this is the first priority?Guru - HK)
摮院玫? 喝好的, 有乐趣的, 是他们的第一优先.
(香港的专家)
揟hey define themselves by what
they have, what brands they have,
what they have acquired, where they live?
(Guru -Philippines)
撍且运撬涤械亩?
所拥有的品牌, 所获得的东西与
所居住的地区来为自己定位
(菲律宾的专家)
The culture nowadays is
luxury and materiali