摘要
本文从消费者行为学的视角,对比了后现代主义与传统生活方式研究范式,发现五个关键的差异点:传统方法的研究目标是简化细节,而后现代主义方法则更注重细节;传统方法更关注品牌对消费者的普遍意义,而后现代主义方法关注的是品牌对不同消费者的不同意义;传统生活方式研究更偏好定量研究方法,而后现代主义者则更偏好定性研究方法;传统方法得到的市场细分边界是模糊的,而后现代主义的市场细分边界是明显的;传统方法着重于生活方式的特征描述,而后现代主义方法则侧重于理论的发展。文章最后讨论了后现代主义生活方式研究的营销管理意涵。
This manuscript compares postmodemism and traditional approaches to lifestyle research from consumer behavior perspective. Wefind five key differences: (1) While traditional lifestyle research aims for brevity, postmodemist adds more detail; (2) Traditional approaches focus on common brand meanings, whereas postmodernist examines how meanings differ for different consumers; (3) Traditional approaches favors quantitative methods, while postmodemist favors qualitative research; (4) While traditional group labels tend to remain obscure, postmodernist favors familiar lifestyle groups; (5) Traditional lifestyle research favors the descriptive, whereas postmodemist emphasizes theory development. Managerial implications are discussed.
出处
《商业经济与管理》
CSSCI
北大核心
2007年第7期62-68,共7页
Journal of Business Economics