摘要

中国的消费市场上，除了有北京、上海等已经站上国际舞台的重要城市，还有282个地级市，2854个县级市以及40906个乡镇。这些地区的消费者们的收入水平、消费习惯与一、二线城市大相径庭，但却出现了不亚于大城市的消费增长，这种现象常常被称作“消费下沉”，对应的市场即是“下沉市场”。近年来由于收入水平的提高、移动设备和互联网的普及，生活在三线以下城市，以青年人为代表的下沉市场消费者们脱离了过去一代人保守的消费理念，消费意识更加自主和多元化，消费能力也有了实质性增强，他们显示出了与都市青年更为接近的消费升级意愿。

本论文运用了文献分析法、深入访谈法和案例分析法等研究方法，旨在结合当前消费下沉的社会背景，了解和分析小镇青年这一消费群体的人群基本特征和消费习惯、消费偏好，并据此讨论近年来因这一消费人群的影响获得红利的行业，针对小镇青年进行营销策略分析，期望为广告主、广告代理商等提供行之有效的建议，帮助规避和解决在营销中可能出现的负面问题。

研究分析发现，小镇青年这一群体的收入比一、二线城市青年略低，但由于较低的生活成本，他们表现出高于后者的消费意愿和消费能力。笔者从消费者、成本、便利、沟通等角度分析了面向小镇青年的营销要点，发现近年来，小镇青年对价格对敏感度下降，转而追求商品的高性价比，同时越来越关注商品的颜值、趣味、新鲜、独特等附加属性，也更能接受新的消费和推广形式，最后针对这些趋势，对于面向小镇青年的营销提出了切实可行的营销和传播建议。

关键词：消费下沉；消费者画像；小镇青年；营销策略；

Abstract

In China#39;s consumer market, there are not only Beijing, Shanghai and other important cities which have already reached international stage, but also 282 prefecture-level cities, 2854 county-level cities and 40906 townships. The income levels and consumption habits of consumers in these areas are very different from those big cities, but there has been no less consumption growth than that of big cities, which is often referred to as 'consumption sinking' and 'sinking market'. In recent years, due to the improvement of income levels and the popularity of mobile devices and the Internet, living in cities below the third line, consumers in the sinking market especially the young people, have broken away from the conservative consumption concept of the past generation. Consumption awareness has become more autonomous and diversified, and consumption capacity has been substantially enhanced, showing a willingness to upgrade consumption closer to that of urban youth.

This paper uses the research methods of literature analysis, in-depth interview and case analysis, in order to combine the social background of the current consumption subsidence. To understand and analyze the basic characteristics, consumption habits and consumer preferences of the small town youth, and to discuss the industries that have received dividends due to the influence of this consumer group in recent years, and to analyze the marketing strategies of the small town youth. It is expected to provide effective suggestions for advertisers and advertising agents to help avoid and solve the negative problems that may arise in marketing. The study found that the income of young people in small towns is slightly lower than that of young people in upper-tier cities, but because of their lower cost of living, they show higher willingness and ability to spend. The author analyzes the main points of marketing for young people in small towns from the point of view of consumers, cost, convenience and communication, and finds that in recent years, young people in small towns are less sensitive to prices and turn to the pursuit of high performance-to-price ratio of goods. At the same time, they pay more and more attention to the additional attributes such as appearance, interest, freshness, uniqueness, and so on, and are more receptive to new forms of consumption and promotion. Finally, this paper puts forward some practical marketing suggestions for the marketing of young people in small towns.

Key Words：Consumption sinking；Consumer portrait；Small town youth；Marketing tactics