중국 대학생의 여가 라이프스타일에 관한 탐색적 연구

Abstract

Recently, both economic and academic circles continuously place great emphasis on the importance of the Chinese market. But there is a lack of research on Chinese college students' leisure lifestyles, which help market segmentation. Therefore, this study classified the leisure lifestyle of college students and analyzed their consumption tendency, through a measure of leisure lifestyle. The group of university students was classified into three groups based on the 2009 study of the leisure lifestyle scale development by Woo Sung-nam and Son Young-mi, which form the basis of this study. It was divided into leisure common group, leisure active group, and leisure passive group. By identifying the leisure lifestyle types of Chinese university students and analyzing the differences between the demographic characteristics of Chinese university students and the types of leisure lifestyle according to the travel form, the aim of this paper is to present a customized marketing strategy according to the accurate and systematic demand of Chinese university students. Those university students who will play an important role in the future market. The key task of this study is to identify differences in travel patterns and demographic characteristics according to leisure lifestyle types. All those will be used as basic data in an effort to provide tailor-made marketing strategy for college students. According to the leisure lifestyle of college students, the author segmented the market of college market, so as help people to understand the leisure life and consumption tendency of college students more easily and clearly. This paper analyzes on how to make better policy from three aspects, namely, the enterprise, the government and the school, and contributes to those enterprises who want to expand their market in China and help them make their marketing strategy.