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千禧一代

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2016-06-29 13:47China Daily Editor: Yao Lan

千禧一代

millennials

"The millennials are a very different generation. They were born and bred at a time when China's economy and wealth were growing rapidly, so most have no memory of the hunger and instability experienced by their parents," said Zhang Lifen, a journalism professor at Shanghai's Fudan University and former editor-in-chief at FTChinese.com, at a meeting at the World Economic Forum, which began Sunday.

前FT中文网总编辑、复旦大学新闻学院教授张力奋说:"千禧一代是一个特殊的群体,他们出生和生长在中国经济和财富快速发展的时期,没有经历一个物质极其贫乏的年代,没有饥饿感."

"千禧一代"(millennials)指20世纪90年代初期出生,21世纪初期进入成人期的一代.这一词汇源于1991年威廉·施特劳斯和尼尔·豪出版的《Generations》一书,陈述了他们的社会时代阶层理论,后被称为"施特劳斯-豪代际理论".

波士顿咨询集团(Boston Consulting Group)的数据显示,未来的消费增长(consumption growth)中,有三分之二将由千禧一代贡献,他们的消费需求更加凸显个人偏好(individualized preferences).

中国的"千禧一代"是被互联网深刻影响的一代人,是中国互联网的"原住民"(digital natives).他们愿意为知识付费,愿意为虚拟产品付费,他们已逐渐成为新一代的生产和消费主力群体.

"千禧一代"的另一个特点是不怕挑战权威:

They are not afraid of challenging authority. When they don't agree with you, they say it outright. At the end of the day, they are the ones who know what their peers want.

他们不怕挑战权威.他们不同意你的观点就会直接说出来.最终,他们才是知道同龄人想要什么的人.

 

  

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