基于生活方式的现代实木家具消费者行为研究

The Study of Modern Wood Furniture Consumer's Behavior Based on Lifestyle

随着家具企业市场竞争日趋激烈,现代实木家具市场逐渐由卖方向买方的转移,给企业带来更大的挑战,为了能满足消费者需求,企业需要提升家具产品的价值,同时,也需要做出相应的营销策略,实现企业长远营销目标。在中国现代实木家具发展现状下,本文通过细分消费者AIO生活方式变量,对国内现代实木家具消费群体调研并细分,并在此基础上研究在中国现代实木家具发展现状的背景下,以消费者AIO生活方式变量为群体细分基础,调研并对国内现代实木家具消费群体进行分类,在此分类基础上以EKB模式作为理论框架,对现代实木家具消费者决策过程进行重点分析,经过归纳分析后,总结出各细分群体的消费行为特征。

With the increasing competitiveness in the furniture market, the modem wood furniture market has been experiencing a change from sellers market to buyers market, which destines to give an important impact on furniture companies, In order to satisfy the demands of consumers, companies need to improve the value of furniture products as well as develop the appropriate marketing strategies to achieve their long -term marketing objectives. According to the development of Chinese modem wood furniture at present, the domestic modern wood furniture consumer groups are categorized based on consumer AIO lifestyle variables. Taking EKB model as a theoretical framework on the basis of this classification, the authors fo- cus on the modem wood furniture consumer decision-making process. The consumer segment＇s behavior characteristic was summarized through inductive analysis.