VALS分群下的农村消费意见领袖研究

本文通过价值观与生活形态研究，从宏观社会层面对中国农村居民进行分群。在此基础上，对每个族群的消费意见领袖倾向进行对比，找到消费意见领袖倾向较高的族群。通过进一步对比各意见领袖族群的媒体接触行为和广告偏好，本文将农村意见领袖区分为四大类型，并总结不同类型意见领袖族群的特点，以及这些族群各自的广告营销价值。

Study of rural consumer opinion leader in China based on VALS

This Study divided China rural consumer into eight groups based on Value and Lifestyle Segmentation. Four groups were selected as opinion leader groups according to their opinion leader tendency. Through comparison on their media contact and advertising preference,this study summarized four opinion leader types,described their features,and proposed their marketing values.