| 国内经济型轿车细分市场的发展策略研究 |
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| 引用本文： | 何伟,陈荣秋,刘英姿.国内经济型轿车细分市场的发展策略研究[J].软科学,2007,21(4):98-101. |
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| 作者姓名： | 何伟 陈荣秋 刘英姿 |
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| 作者单位： | 华中科技大学,管理学院,武汉,430074 |
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| 摘 要： | 通过对全国十个大城市经济型轿车用户的抽样调查,运用多元统计方法划分出"实用主义追求者"、"时尚主义追求者"、"享乐主义追求者"三类利益细分市场,探讨了经济型轿车用户的利益取向,总结出各类细分市场的特征,并提出了针对各个细分市场的管理建议以及下一步的研究方向。
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| 关 键 词： | 利益 市场细分 经济型轿车市场 |
| 文章编号： | 1001-8409（2007）04-0098-04 |
| 修稿时间： | 2007-02-06 |
The Analysis of the Strategy on Segmentation of Economical Auto Market in China |
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| HE Wei,CHEN Rong-qiu,LIU Ying-zi.The Analysis of the Strategy on Segmentation of Economical Auto Market in China[J].Soft Science,2007,21(4):98-101. |
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| Authors: | HE Wei CHEN Rong-qiu LIU Ying-zi |
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| Abstract: | This paper, through sample survey of consumers of economical auto market in lO cities of China, divides the market into three categories using statistical method of cluster analysis. The demographic and behavior related to characteristics of each segment are also summarized. Finally, combining with some actual cases, the authors offer suggestions regarding marketing in each benefit segment as well as the next research direction in future. |
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| Keywords: | benefits market segmentation economical auto market |
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