The shopping and consumption experience of consumer electronics don’t reflect anymore the huge transformations that the sector has been undergoing in the last decade. The rising of a new lifestyle in which consumer electronics is a fundamental protagonist of the everyday life, brought to the development of new behaviors and demands on products that are keeping on innovating in faster and more disrupting ways than ever. The research project has been developed in China, a perfect location to analyze one of the most diversified, innovative and changing shopping and consumption experience of the world. The study has been focalized on attitudes and behaviors of Generation Y living in Shanghai. This generation is composed by a unique mixture of locals and foreigners with such a developed digital lifestyle that they can be considerate at the cutting edge on a global scale The thesis is completed by the concept phase. The scenario proposed is consistent with the areas of opportunities identified and it is structured as a network of services to disrupt the experience of an international consumer electronics retail brand just entered in China, that has to meet the latest and most promising consumption trends and to differentiate his offer from the fierce local competition.
L’esperienza di acquisto e consumo dei prodotti elettronici ormai non rispecchia più le grandi trasformazioni che hanno rivoluzionato il settore nell’ultimo decennio. L’emergere di uno stile di vita nel quale l’elettronica di consumo è fondamentale protagonista del quotidiano, ha portato allo sviluppo di nuovi comportamenti ed esigenze per prodotti che continuano a rinnovarsi costantemente, in maniera sempre più veloce e rivoluzionaria. Il progetto di ricerca ha trovato in Cina il luogo ideale per analizzare un esperienza di acquisto e di consumo tra le più diversificate e innovative al mondo. L’indagine si è focalizzata in particolar modo su attitudini e comportamenti della generazione Y presente a Shanghai, formata da un mix unico di giovani locali e stranieri, il cui stile di vita digitale si è sviluppato in modo talmente innovativo da risultare all’avanguardia su scala mondiale. La tesi è completata dalla fase di concept. Lo scenario proposto, in linea con le aree di opportunità più promettenti, si articola in una rete di servizi volti a rivoluzionare l’esperienza di una catena di distribuzione di elettronica di consumo appena entrata nel mercato cinese, con un forte bisogno di rispondere alle tendenze di consumo più innovative e diversificarsi rispetto all’agguerrita concorrenza locale.
Media mate. When consumer electronics consumption meets the new values
CARNEVALE MAFFE', FABIO
2010/2011
Abstract
The shopping and consumption experience of consumer electronics don’t reflect anymore the huge transformations that the sector has been undergoing in the last decade. The rising of a new lifestyle in which consumer electronics is a fundamental protagonist of the everyday life, brought to the development of new behaviors and demands on products that are keeping on innovating in faster and more disrupting ways than ever. The research project has been developed in China, a perfect location to analyze one of the most diversified, innovative and changing shopping and consumption experience of the world. The study has been focalized on attitudes and behaviors of Generation Y living in Shanghai. This generation is composed by a unique mixture of locals and foreigners with such a developed digital lifestyle that they can be considerate at the cutting edge on a global scale The thesis is completed by the concept phase. The scenario proposed is consistent with the areas of opportunities identified and it is structured as a network of services to disrupt the experience of an international consumer electronics retail brand just entered in China, that has to meet the latest and most promising consumption trends and to differentiate his offer from the fierce local competition.File | Dimensione | Formato | |
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2011_07_Carnevale_Maffe_01.pdf
non accessibile
Descrizione: Appendice della tesi
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5.16 MB
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Adobe PDF
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5.16 MB | Adobe PDF | Visualizza/Apri |
2011_07_Carnevale_Maffe_02.pdf
non accessibile
Descrizione: Testo della tesi
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1.55 MB
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Adobe PDF
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1.55 MB | Adobe PDF | Visualizza/Apri |
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https://hdl.handle.net/10589/23981