基于生活方式的农村市场细分研究

The Empirical Research of the Rural Market Segmentation Based on Lifestyle

随着农村经济的不断发展,农村居民的生活方式发生了变化,生活方式的变化引起了农村居民消费行为的变化。本文把农村居民的生活方式划分为金钱型、尊重型、传统型、权力型和道德型,以这五种生活方式为基础把农村市场细分为守旧型、享受型、现实型、权威型、欲望型、创造财富型、个人价值增值型和守法型,这种市场细分对企业开辟农村市场有一定的现实意义。

With the development of the rural economy,the lifestyle of the rural residents has been changed,which changed the rural residents consumer behavior.According to empirical research,this article subdivided the lifestyle of the rural residents into five lifestyles,namely the monetary,respect-based,traditional,power-based and moralistic.Based on the five lifestyles,the rural market is subdivided into eight sub-markets,namely the conservative,enjoying,the reality-based,authoritative,desire-based,wealth-based,personal value-added and law-based.The segmentation has some practical significance to the enterprise to open up the rural market.