Marketing Case

Every generation is marked by its own characteristics. Throughout our research, we found out that the difference exists in various aspects of life: from working attitude to recreation preference; from cultural taste to consuming behavior.

Influenced by their childhood, the 70s tend to be more conventional. Compared with younger people, they maintain a reserved attitude toward changes and innovations. They value hard work and constitute the backbone of our society. Their major defining events include China’s reform and opening up among the others. The 80s are now catching up, though they used to be rebuked by their predecessors for their indulgence in internet, lack of social responsibility and so forth. However, since their brilliant debuts in the business world and in society as a whole, they seldom fail to demonstrate themselves. The widespread of Internet plays a key role in the life of the 80s, for it contributes to the open-mindedness and aggressiveness of this generation. Today, it is the 90s who bear all the skepticisms from society. Because those teenagers are never in a plight and because they are exposed to a information overflow since their birth, their behavior appear to be whimsical and incomprehensible for most elderly people. For them, the most striking defining event in their life is the changes that take place everyday. Every generation is marked by its own characteristics. Throughout our research, we found out that the difference exists in various aspects of life: from working attitude to recreation preference; from cultural taste to consuming behavior.