摘要
以具有东西部典型代表的广东省和甘肃省为研究对象,通过对消费文化观念各维度进行探索性因子分析和方差分析,提出了东西部地区的消费文化观念的区域差异性特征;结果表明:两地区的消费者在"物质和精神"、"开放与保守"两个维度上表现差异明显。最后,从差异性的消费文化观念出发为企业提出了若干差异化的营销策略。
The paper presents regional differences of consumption cultural concepts with factor and variance analyses of Guangdong and Gansu,both of which are typical in east and west of China.The result suggests that consumers have obvious differences between two regions in 'material and spirit','openness and conservativeness'.In the end,it proposes variable marketing strategies for enterprises starting from variable consumption cultural concepts.
出处
《软科学》
CSSCI
北大核心
2010年第12期80-84,共5页
Soft Science
基金
国家社会科学基金资助项目(08BZX011)
