转基因食品的消费者市场细分实证研究

Empirical Research on Market Segmentation of Genetically Modified Food in China

利用全国电话调查数据,采用因子、聚类等多元统计方法,以我国消费者对转基因食品的态度为细分变量,对转基因食品进行市场细分。实证研究得到两大类8个态度因子6、个细分市场。结合调查对象的人口统计特征,在6个细分市场基础上,为转基因食品企业提出了首选目标市场、可争取的目标市场以及未来的潜在市场,并提出了相应的营销策略。

This paper collects data by national telephone survey and uses the statistical methods,such as factor analysis and cluster analysis.Using consumers＇ attitudes as segmented variable,consumer market of genetically modified food is segmented.The empirical research gets eight attitude factors and six segmented markets.Based on the population statistic characteristics and the six markets,it proposes first target market,contestable target market,possible target market,and relevant marketing strategy.