Proceedings of The 5th International Conference on Research in Humanities and Social Sciences
Year: 2021
DOI:
Brand Marketing Strategies for Chinese Generation Z in the Digital Age
Li Xing
ABSTRACT:
Today, China is the most digitized country in the world, with a large number of consumers’ attention moving from offline to online platforms, and AI algorithms being popularized by major media vehicles. At the same time, Generation Z is gradually becoming the main consumer group. This requires a new understanding of the consumption characteristics of the new generation of young people, and finding the source of the “human” behavior changes in people, goods, and fields. The research method combines the analysis of major social events, the characteristics of information media development, the maturity of human mind, the development psychology, the policy guidance of education and popularization of language and writing, and the regression of breakpoints in Econometric, etc., to develop a marketing strategy for China’s digital and Gen Z population through the new media brand matrix.
keywords: Digital Age, Positioning Theory, Generation Z, AI Algorithm.