“生活方式”研究综述:一个消费者行为学的视角

A Literature Review of Lifestyle from Consumer Behavior Perspective

“生活方式”自19世纪60年代被引入消费者行为学研究领域以来,已取代人口统计学方法,成为最重要的市场细分工具之一。本文首先回顾了生活方式市场细分研究的历史,然后针对中国市场的特殊情况,着重介绍了AIO方法的理论和应用,并指出对消费者生活方式的深入研究,是现阶段中国营销人在市场竞争中取胜的关键。

“Lifestyle” was introduced into marketing research area in 1960s and it has taken the place of demographics to be the most important segmentation tool in the marketing world. This paper first reviews the history of lifestyle segmentation research, then focuses on introducing the theory and application of AIO approach, and suggests that the marketers in China should take the advantage of lifestyle research to win the severe competition in the fast growing market.