Study On Chinese Consumer Socialization By Mass Media

Since reforming and opening up, China has witnessed the quick development of mass media in many ways. The broadcasting, newspapers and magazines now cover more areas of China and play growing important roles in people's daily life with the enrichment in their styles and contents. Besides, according the recent statistics, each urban family owns at least one TV set on average. What's more, the network and computes or PCs also develop quickly, especially since the late1990's, the annual growth keeps at around 20%.Nowadays, Chinese consumers have become increasing interested in the mass media, especially the burgeoning ones like TV and network. The marketing field has been greatly favored by this trend and taken great advantage of it when organizing the enterprises'marketing activities,which helps to make the marketing activities more successful. On the other hand, the consumers will form their own specific concept, feelings and attitudes when contacting the media, which we call the process of consumer socialization by media. This paper tries to study how the mass media affect consumer socialization, analyze the major factors in the affecting process and identify the features of the mass media on consumer socialization. It aims to help to make right and more effective marking strategies.There are two aspects that the former related studies on consumer socialization have not concerned. First, the former studies are mostly on the children and adolescents while the adult are neglected. Second, how the result of consumer socialization will react to the process of the consumer socialization has seldom been touched.On the results of domestic and international studies and the survey data , This paper discusses the role of such factors as demographic factors on the consumers'preference of media and their attitudes towards the media, identifies the main factors in forming the consumers's attitudes towards the media and analyzes how such attitudes react to the other result of consumer socialization, thus , from a wider aspect , studies the influences of the media on the consumer socialization.This paper, based on the consumer socialization, points out that marketing strategies and activities should have specific aims and pay more attention to the establishment of integrity. These ideas are quite new and adoptable.