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@ 50422 “80後”的消費心理
A 各位觀眾，歡迎再次來到“市場贏家”。首先介紹一下今天我們節目的嘉賓，消費心理學領域的著名學者王永發教授。王教授，您好。
gèwèi guānzhòng, huānyíng zàicì láidào `` Shìchǎngyíngjiā" . shǒuxiān jièshào yīxià jīntiān wǒmen jiémù de jiābīn, xiāofèi xīnlǐxué lǐngyù de zhùmíng xuézhě Wáng Yǒngfā jiàoshòu. Wáng jiàoshòu, nínhǎo.
Hello everyone, welcome back to ``Market Winner." Let's first introduce today's guest, Professor Wang Yongfa, a renowned scholar in the field of consumer psychology. Hello, Professor Wang.
B 主持人好，觀眾朋友們大家好。
zhǔchírén hǎo, guānzhòng péngyoumen dàjiāhǎo.
Hello.
A 王教授，今天我們要討論的話題是“‘80後’的消費心理”，那麼首先能不能請您給大家解釋一下“80後”是一個什麼概念？
Wáng jiàoshòu, jīntiān wǒmen yào tǎolùn de huàtí shì `` `bālíng hòu' de xiāofèi xīnlǐ" , nàme shǒuxiān néngbunéng qǐng nín gěi dàjiā jiěshì yīxià `` bālíng hòu" shì yī ge shénme gàiniàn?
Professor Wang, the topic of today's discussion is ``The consumer psychology of the post-1980 generation." First, would you please explain to everyone what the ``post-1980 generation" is?
B 所謂“80後”，指的就是1980年以後出生也就是80年代的孩子。簡稱“80後”。大家也都知道，大致從1980年前後我國開始實行了計劃生育，因此這一年代出生的很多孩子不同於以往，他們很多都是獨生子女。
suǒwèi `` bālíng hòu" , zhǐ de jiùshì yījiǔbālíng nián yǐhòu chūshēng, yějiùshì bāshí niándài de háizi. jiǎnchēng `` bālíng hòu" . dàjiā yě dōu zhīdào, dàzhì cóng yījiǔbālíng nián qiánhòu wǒguó kāishǐ shíxíng le jìhuàshēngyù, yīncǐ zhè yī niándài chūshēng de hěnduō háizi bùtóngyú yǐwǎng, tāmen hěnduō dōu shì dúshēngzǐnǚ.
The so-called ``post-1980" generation refers to people born after the year 1980, which is to say, children of the '80s. They're often called ``the post-80s." Everybody knows that more or less in 1980 China started the single child policy. So unlike previous generations, many kids of this generation are only children.
A 好的，謝謝王教授。我這兒還有一個問題，有人說“誰打動‘80後’，誰就掌握了未來的消費主流”，對於這種觀點，您是如何看待的呢？
hǎo de, xièxie Wáng jiàoshòu. wǒ zhèr hái yǒu yī ge wèntí, yǒurén shuō `` shéi dǎdòng'bālíng hòu', shéi jiù zhǎngwò le wèilái de xiāofèi zhǔliú" , duìyú zhèzhǒng guāndiǎn, nín shì rúhé kàndài de ne?
Great. Thanks, Professor Wang. I have a question. Some people say that ``Whoever can emotionally move the post-80s will have a handle on the mainstream consumers of the future." What do you think of this idea?
B 我本人非常贊同這種觀點。“80後”是一個正在迅速成長、消費潛力驚人的群體，是未來的消費主力軍，任何有遠見的企業和商家都不會忽略這樣一個消費群體。但同時，“80後”的消費心理已經跟上一代有所不同，可以說他們代表了中國新一代的消費觀，一種嶄新的消費力量。所以企業和商家非常有必要了解他們的消費心理，以制定相應的營銷策略。
wǒ běnrén fēicháng zàntóng zhèzhǒng guāndiǎn. `` bālíng hòu" shì yī ge zhèngzài xùnsù chéngzhǎng, xiāofèi qiánlì jīngrén de qúntǐ, shì wèilái de xiāofèi zhǔlìjūn, rènhé yǒu yuǎnjiàn de qǐyè hé shāngjiā dōu bùhuì hūlǜe zhèyàng yī ge xiāofèiqúntī. dàn tóngshí, `` bālíng hòu" de xiāofèi xīnlǐ yǐjīng gēn shàngyīdài yǒusuǒ bùtóng, kěyǐ shuō tāmen dàibiǎo le Zhōngguó xīnyīdài de xiāofèiguān, yīzhǒng zhǎnxīn de xiāofèi lìliang. suǒyǐ qǐyè hé shāngjiā fēicháng yǒu bìyào liǎojiě tāmen de xiāofèi xīnlǐ, yǐ zhìdìng xiāngyìng de yíngxiāo cèlǜe.
I whole-heartedly agree with this idea. The ``post-80s" are a rapidly developing group with amazing potential as consumers. They will be the main force of consumption in the future. Any enterprise or business person with any foresight will not overlook this group of consumers. But at the same time, the ``post-80s" are already different from the previous generation. We can say that they represent a new generation of Chinese consumer thought, a fresh new type of consuming power. So, to make appropriate sales strategies, companies and business people really need to understand their thoughts about consumption.
A 那您覺得“80後”有著怎樣的消費心理呢？
nà nín juéde `` bālíng hòu" yǒu zhe zěnyàng de xiāofèi xīnlǐ ne?
Well, then, what ideas about consumption do you think ``post-80s" have?
B 我覺得主要還是一個詞——個性。“80後”非常注重自己的感受，他們說話的時候都有一個特點，就是喜歡以“我……”開始。買東西的時候也是，只要是我喜歡的，就是最好的，多便宜都沒關係，再貴也要買，關鍵是要符合自己的個性。可以說，他們的消費是感性大於理性的，有時候商品所附帶的符號價值已經超過了商品本身的使用價值。
wǒ juéde zhǔyào háishì yī ge cí-gèxìng. `` bālíng hòu" fēicháng zhùzhòng zìjǐde gǎnshòu, tāmen shuōhuà de shíhou dōu yǒu yī ge tèdiǎn, jiùshì xǐhuan yǐ `` wǒ......" kāishǐ. mǎi dōngxi de shíhou yě shì, zhǐyào shì wǒ xǐhuan de, jiùshì zuìhǎo de, duō piányi dōu méiguānxi, zài guì yě yào mǎi, guānjiàn shì yào fúhé zìjǐde gèxìng. kěyǐ shuō, tāmen de xiāofèi shì gǎnxìng dàyú lǐxìng de, yǒushíhou shāngpǐn suǒ fùdài de fúhào jiàzhí yǐjīng chāoguò le shāngpǐn běnshēn de shǐyòng jiàzhí.
I think the main thing is one word: individuality. ``Post-80s" care a lot about their own feelings. When they speak they have a special characteristic, which is that they start with ``I." It's the same when they buy things. The most important thing is that I like it. That's the best. It doesn't matter how cheap it is, I'll still want to buy it no matter how expensive it is. The crucial point is, it has to fit in with my personality. You can say that, for them, feeling is more important than reason. Sometimes the symbolic price tag on the things they buy is far above the value of the product itself.
A 您所說的符號價值是不是指“酷”、“爽”、“in”這些時尚潮流元素？
nín suǒ shuō de fúhào jiàzhí shìbushì zhǐ `` kù" , `` shuǎng" , `` in" zhèxiē shíshàng cháoliú yuánsù?
This ``symbolic price tag" you mentioned-- do you mean fashionable factors like ``cool," ``great," and ``in style"?
B 比這個的範圍更廣一些，應該說所有能滿足他們個性和情感需求的都算在內。
bǐ zhège de fànwéi gèng guǎng yīxiē, yīnggāishuō suǒyǒu néng mǎnzú tāmen gèxìng hé qínggǎn xūqiú de dōu suàn zàinèi.
It's a little bit broader than that. Anything that satisfies their personality and emotional desires can be counted, too.
A 好的，那您覺得除了講究個性以外，“80後”的消費行為還有哪些特點？
hǎo de, nà nín juéde chúle jiǎngjiù gèxìng yǐwài, `` bālíng hòu" de xiāofèi xíngwéi hái yǒu nǎxiē tèdiǎn?
OK, now, besides caring a lot about personality, what do you think are some other characteristics of the consumption habits of ``post-80s?"
B 有很多，比如既追求品牌同時又對品牌忠實度不高；既我行我素又聽從指引等等。
yǒu hěnduō, bǐrú jì zhuīqiú pǐnpái tóngshí yòu duì pǐnpái zhōngshídù bùgāo;jì wǒxíngwǒsù yòu tīngcóng zhǐyǐn děngděng.
There are a lot. For example, although they want name brands, they're not very loyal to these brands. They want things their way, but also go with the flow, and so on.
A 聽起來似乎很矛盾。好的，感謝王教授的精彩分析。廣告之後，就是我們的觀眾提問和討論環節，請大家繼續鎖定我們的節目。
tīng qǐlai sìhū hěn máodùn. hǎo de, gǎnxiè Wáng jiàoshòu de jīngcǎi fēnxī. guǎnggào zhīhòu, jiùshì wǒmen de guānzhòng tíwèn hé tǎolùn huánjié, qǐng dàjiā jìxù suǒdìng wǒmen de jiémù.
It sounds very contradictory. Great. A big thank you to Professor Wang for his exciting analysis. After a commercial break is the part of the show where our audience will ask questions and discuss the issues. Please stay tuned, everybody!
Key Vocabulary
打動 dǎdòng to move (emotionally)
潛力 qiánlì potential
主力軍 zhǔlìjūn main military force
遠見 yuǎnjiàn foresight
嶄新 zhǎnxīn brand new
營銷 yíngxiāo marketing
策略 cèlǜe tactic
附帶 fùdài to have as secondary
我行我素 wǒxíngwǒsù as one likes it
聽從 tīngcóng to obey
鎖定 suǒdìng to lock (in)
Supplementary Vocabulary
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