一个阶层的生活格调――中国阶层分析与品牌塑造（Life style of a class -- Analysis of Chinese stratum and brand formation）.docVIP

一个阶层的生活格调――中国阶层分析与品牌塑造（Life style of a class -- Analysis of Chinese stratum and brand formation） For the class, in todays society, we have to face, and face it. The existence of the stratum and the analysis of the stratum become the way that the brand is shaping a corresponding brand culture. Sociology divides the strata into five levels: the tower bottom, the growth, the mainstream, the leader, and the spire. It also serves as a reference to the classification hierarchy in marketing. In marketing, our primary concerns are measured and classified from different standards. For example, according to income, can be divided into ordinary wage earners, the middle class, the rich class, white-collar class, petty bourgeoisie. Each stratum has the commonness of each stratum, whether in the consumption way, the life idea, the value view, the esthetic view and so on. Looking for the typical characteristics of each class, and shaping the brand culture, is the basic method of building a lot of brands. The emergence of the concept of class is often associated with Chinas economic growth and a group of people who are getting rich first. These people are the rich class we refer to. The rich class has a strong demonstration effect among Chinese consumers, especially in the thirty years of reform and opening up, the mainstream values of society tend to be measured by material. People in the measure of whether a person is successful, not because he is what identity, because he has a high school education, also is not what he did, but that he earned much money, what car, what to wear watches, wearing what brand, how many real estate, which is a common standard for the wealthy society judge. Then, the global luxury goods to China, LV, Hermes, Versace, Givenchy, Cartire, Rolex, Vacheron Constantin, Patek Philippe, BMW, Mercedes Benz has become wealthy wealth as entry symbol, and of course the most top brands, such as Rolls-Royce, Bentley, Mashala, also in It is quite common for Chinese.