The research in the life style of new generation and marketing strategy

Lee, Jae Chyul (Department of Public Administration, Graduate School of Public Administration Yeungnam University in Taegu, Korea; Directed by Professor Park, Young Hong)

This thesis is about a life style or culture that is called the new generation

or the trend of the generation. This new generation emerged silently and is growing into considerable power. They are the new constituents of today's politicians, lovely topics of gossip for the men of speech, troubling new employees to personnel managers, and fastidious customers, although giving profit, of tradesmen.

There have always been problems and concerns about the vigorous youths any time and any where throughout the history of mankind, however the code -new generation- that we are watching is very special and mysterious topic which we have never experienced before. So the task of dealing with the new generation is very imminent and important.(in the view of politicians or social scientists or marketers like us.)

The content of this research is divided into three parts. The first part is about the definition of new generation and background of emergence and development, and about the sub-culture which supports the culture of new generation.

The second part is the research in the life style of new generation through actual proofs and references. In this part this research made a lot of efforts to avoid the existing research style, but the result is very subjective. At any rate, according to the result of this survey based on the articles which verbose men of speech wrote about the life style of the new generation and the proofs through the answers to my questionnaire about this new style and type, we can say the new generation or new generation trend is not overwhelming but it has the potential to be.

The third part is about the lesson to the marketers who are struggling to make these new kinds of customers and employees into loyal customers and faithful workers. This new mankind of the new generation with distinctive nature is settling down as a favorite child of consumption in our society, and leaders of this new culture. Therefore much research is necessary.