卷烟消费者需求层次类型及差异化营销策略构建

Segmentation of Cigarette Consumer’s Demands and Construction of Differentiated Marketing Strategy

从马斯洛需求层次理论出发,将卷烟消费者细分为5类消费群体,即生理需求型、安全需求型、社交需求型、尊重需求型和自我实现型,并在卷烟消费者细分的基础上探讨差异化营销策略的构建。

According to the Maslow＇s Need-hierarchy theory, cigarette market can be divided into five segments, i. e. Physiological Need Consumers, Safety Need Consumers, Love, Affection and Belongingness Need Consumers, Esteem Need Consumers, and Self-Actualizing Consumers, and a differentiated marketing strategy was suggested in the paper.