基于消费者价值观的市场细分实证研究

我国消费者的价值观念和消费行为越来越复杂,影响消费者决策的决定因素是其深层的生活形态、价值观等,根据生活方式和价值观将消费者进行细分,无疑具有重要意义。文章主要以前期调查数据为基础,通过因子分析、聚类分析、广义对应分析等统计分析方法,将消费者分为自信进取型、时尚享乐型和传统保守型三个细分市场,并对每一个细分市场从消费者所在城市及其文化程度两个方面作了分析。

Quantitative Analysis on Marketing Segmentation based on Customer Value

Customer behave becomes more and more complicated in China.What determines customers' decision making is their life style and vales.So marketing segmentation based on Customer life style and vale is very significant.By statistical methods of factor analysis,cluster analysis and multiple correspondence analysis,this paper segment consumer into three groups: "self-confident and aggressive" consumer,"fad and enjoying" consumer and "traditional and conservative" consumer.Each group has been analyzed in the dime...