中高收入休闲细分市场研究

The Study of Medium-and-High Income Leisure Market Segment

以抽样调查方法获得济南市市民休闲行为数据,从中选取中高收入细分市场进行分析,发现此市场主要是中青年,在休闲次数、休闲花费、信息渠道上与总体有较明显的差异;影响此市场休闲场所选择的主要因素是安全舒适、形象档次等。

Obtaining data from the sampling survey about the behavior of Jinan residents＇ leisure consumption and choosing the segment market of medium-and-high income,this thesis finds that the majority of this segment is the young and middle-aged.They are different with the overall samples in the aspects of leisure times,consumption,and information channel.The main factors that affect the site choice are safety and comfort,and image scale.