数字经济赋能下Z世代油画消费圈层化研究

A Study on the Segmentation of Generation Z’s Oil Painting Consumption under the Empowerment of the Digital Economy

摘要: 在数字经济与电子商务快速发展的背景下，Z世代逐渐成为油画消费市场的重要力量，其消费行为呈现出鲜明的圈层化特征。本研究旨在探究这一圈层化特征的具体表现、形成机制，以及对传统油画市场的影响。研究通过梳理油画市场相关数据报告，并结合Z世代油画消费的实际案例，从消费圈层分化、技术支撑、网络营销作用及市场供需变化等多维度展开分析。Z世代油画消费圈层化是数字技术、文化认同与消费心理共同作用的结果，它重塑了油画市场的供需格局。未来，油画市场需进一步关注不同圈层的个性化需求，加强圈层间的互动与交流，以打破圈层壁垒，促进市场健康均衡发展。

Abstract: Against the backdrop of rapid development in the digital economy and e-commerce, Generation Z has gradually emerged as a significant force in the oil painting consumer market, exhibiting distinct segmented characteristics in their consumption behavior. This study aims to explore the specific manifestations of these segmented characteristics, their formation mechanisms, and their impact on the traditional oil painting market. By analyzing relevant market data reports and examining real-world case studies of Gen Z’s oil painting consumption, this study conducts a multidimensional analysis covering consumer stratification, technological underpinnings, the role of online marketing, and shifts in market supply and demand. The stratification of Gen Z’s oil painting consumption arises from the combined effects of digital technology, cultural identity, and consumer psychology, reshaping the market’s supply-demand dynamics. Moving forward, the oil painting market must prioritize addressing the personalized demands of distinct consumer segments while fostering greater interaction and exchange between these groups. This approach will help dismantle segment barriers and promote a healthier, more balanced market development.