中国都市部における一入っ子世代の消費特性とこれからの外食産業の展開に必要な課題

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  • The Consumption Characteristics of One-child Generation in Urban and the Necessary Issue of Food Industry Eχpand in Future

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This paper aims to show the effection of the one-child's consumption action promotes the rapid growth of the food and beverage industry. <br>Since1979, the implementation of the one-child policy have passed 30 years, the one-child in the city has formed a new group of consumers. In recent years, China urban residents' income was substantially increased along with the rapid economic growth, so making the one-child grow in a rich environment. Unlike their parents, they are weak sense of consumer savings; they are sensitive to the social popular things. It is because of these childs' kinds of consumption of consciousness, the food and beverage industry was rapidly developed. At all ages, the one-child spend most money on food expenditure, and the food expenditure's growth rate is the biggest. From their consumption patterns, we knew, the simple and convenient western style and domestic style fast food most quickly developed. On the other hand, as the purpose of meal consumption, a very small proportion of them, but as a place for communication plays a more important role. This is because under the influence of the one-child policy on families which have no brothers or sisters, so they are very lonely. With the improvement of living standards, they use this consumption pattern in the fast food site to get friends and communicate with them.

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