新疆马术俱乐部服务产品的实证研究

The Empirical Study of Xinjiang Equestrian Club Service Products

【目的】摸清新疆乌鲁木齐市马术俱乐部服务产品消费者市场的情况并且合理进行市场选择。【方法】以乌鲁木齐市消费者对马术俱乐部服务产品的态度为细分变量,利用调查问卷的方式,采用因子分析和聚类分析的分析方法。【结果】最终得到意向、产品偏好、产品功能、感知价值和品牌偏好5个态度因子,全面支持型、购买谨慎型和消费不确定型3个细分市场并分别对它们做出了描述。【结论】进而把全面支持型市场作为企业的首要目标市场,购买谨慎型市场作为可争取开发市场,消费不确定型市场作为未来潜在市场,并分别对其提出相应的营销建议。

[ Objective ] To find out the situation of service products of the equestrian club in Urumqi and select markets rationally. [ Method] The questionnaire and methods such as factor and cluster analysis were used to research the consumer＇s market in Urumqi and consumers＂ attitudes towards equestrian club service products were treated as segmentation variables. [ Result] Finally five attitude factors： intentions, product preferences, product functions, perceived value and brand preference were obtained, and three market seg- ments such as comprehensive -support type, caution -purchase type and uncertainty -consumption type were determined, and they were described separately. [ Conclusion ] The enterprises should take comprehensive support type of market as the main target market, caution - purchase type of market as the development mar- ket, uncertainty - consumption type of market as a future potential market. And at last appropriate marketing recommendations were made.