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[eBook] 圈层效应:理解消费主力95后的商业逻辑 by 托马斯·科洛波洛斯

[eBook] 圈层效应:理解消费主力95后的商业逻辑 by 托马斯·科洛波洛斯

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95后,即“Z世代”,是移动互联网世界的“原住民”,在其成长过程中形成了各种不同的种类的圈层。因为不能进入圈层,越来越多商业巨头正在丧失“讨好”年轻人的能力,面临流量变现难、转化率降低等窘境。实际上,高 GDP、低出生率的生活环境,使95后生而享有远高于其他人的可支配资源。通过20年持续研究,作者总结出了95后圈层的6大特点:年龄包容性、在线化、低技术门槛、财富影响力下降、文化跨界和创意思维。无论是开发产品、制造话题,还是吸引用户、创造市场,只有读懂圈层,才能找到了符合95后市场的商业逻辑。

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