基于价值观的独生代市场细分研究

A Study on the Market Segmentation of the Only Child Generation Based on Values

本文首先通过深度访谈、专家意见、探索性因子分析和验证性因子分析,构建了一个信效度较高的本土化价值观量表,然后对来自北京、上海、广州、重庆等四大城市以及电子邮件的714个样本进行聚类分析,发现了独生代五大价值观细分市场:传统型、享乐型、成就型、世故型和自我型,接着讨论如何针对各细分群制定恰当的营销战略和策略。文章最后指出了本研究的局限和将来的研究方向。

The Only Child Generation,a large population,is the most important consumption power of the market in China.It is crucial for all the enterprises to segment this group of consumers properly in order to win the severe market competition.The author firstly constructs a value scale through depth interviews,expert opinions,exploratory factor analysis and confirmatory factor analysis,then employs this scale to cluster-analyze 714 samples from four big cities of China and the internet.The results show that there are five main segments within the Only Child Generation:Traditional Type,Enjoyment Type,Achievement Type,World Type and Selfhood Type.The author then discusses how to design marketing strategies and tactics toward each of these segments.Disadvantage of this study and further research direction are pointed out at the last.