基于消费者民族中心主义倾向的市场细分研究被引量：31

A Study of Market Subdivision——Based on Ethnocentrism-biased Consumers

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摘要本文通过系统文献回顾,实施对京、沪、穗、渝四地消费者调查,运用混合市场细分途径,以消费者民族中心主义倾向为细分标准,结合价值观与生活方式变量、行为变量和人口统计变量,把中国消费者划分为“国货崇尚簇”、“国货接受簇”和“崇洋簇”3个细分市场,并对其进行轮廓描绘。本文演绎了分析结论对中外企业在目标市场、定位、市场营销传播策略上的借鉴,最后提出未来研究方向。 In this paper, on the basis of systematic review of literature, investigation of consumers in Bei- jing, Shanghai, Guangzhou and Chongqing, by employment of mixed market subdivision, with con- sumers' ethnocentrism-bias as the standards of subdivision, and together with the variables of values and life style, behavior variables and variable of vital statistics, we divide the Chinese market into three parts-that of consumers biased toward domestic goods, that of consumers who can accept domestic products and that of consumers adoring foreign products and have described roughly the three subdivision markets. Having deduced the referential use in the strategy of target markets, posi- tioning and marketing, we finally put forward the orientation of the relative research.

作者王海忠赵平

机构地区清华大学经济管理学院企业管理系

出处《管理世界》 CSSCI 北大核心 2004年第5期88-96,共9页 Journal of Management World

基金清华大学经济管理学院"小林实中国经济研究基金" 教育部人文社会科学研究项目(批准号:03JD630014)资助

关键词市场细分消费者民族中心主义中国目标市场市场营销人口统计消费心理

分类号 F723 [经济管理—市场营销]

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参考文献22

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二级参考文献43

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