城市居民近郊休闲市场细分研究——以场所选择影响因素为视角

The Segmentation Study of Suburb Leisure Market for Urban Residents——on the basis of the factors in choosing location

近郊休闲活动已成为城市居民生活中的重要组成部分,它对于丰富城市居民的文化生活,发展地方经济均有重要意义。城市居民近郊休闲场所的选择是多因素共同作用下的结果。通过市场调查方法获取丰富基础数据,以城市居民近郊休闲场所选择影响因素为基础,通过探索性因子分析、聚类分析,对近郊休闲市场进行细分,将近郊休闲市场细分为"安全节约型"、"自我冒险型"、"娱乐奢侈型"、"全面重视型"4类细分市场,并总结出各细分市场的人口统计学特征和休闲行为特征,以便为近郊休闲企业有针对性地开发市场和进行市场营销活动提供参考意见。

The leisure activities of urban residents in suburb areas have already become an essential part of their life,which plays an important role in enriching the cultural life of urban residents,as well as in developing local economy.The choice of leisure location made by urban residents resulted from several factors.Abundant basic statistics are acquired by the means of market research.That segmenting and summarizing is made on the basis of the factors influencing urban residents＇ location choice of leisure,and by the means of exploratory factor analysis and cluster analysis.The suburb leisure market is classified into the following four types： safe and thrift type,self adventure type,entertainment and luxurious type and overall emphasis type,and the population statistics features and leisure activity features of the population of those classified markets are also summarized.It＇s very meaningful for relevant companies with reference suggestions to better develop markets and do promotion.