白酒消费者细分维度的实证研究

An Empirical Study of Liquor Consumer Segmentation

通过对消费者细分的相关文献进行系统梳理,探索性地提出白酒消费者由包装与体面、品质与享受、实际与健康三个维度构成,采用江苏省七个地级市随机调查的大规模样本数据,通过SPSS18.0对样本数据进行因子分析,实证结果显示,白酒消费者可以细分为这三个维度,并由此针对三个维度提出了相关的营销策略。

Based on the literatures on consumer segmentation, this article puts forward that liquor consumers consist of three dimensions： the packaging and decent; quality and enjoyment; fact and health. Through SPSS18.0 factor analysis of the large-scale sample data in the random survey in seven cities of Jiangsu Province, marketing strategies are proposed.