群组化消费模式下的联合营销初探

随着社会的不断发展和人们生活水平的不断提高,人们的消费观念和消费方式也出现了新的形式。消费者逐渐形成了群组化的消费模式,这种消费模式也意味着消费的日趋群组化和系列化。面对这样的消费模式,以消费者为导向的现代营销传播观念也应做出相应的改变,展开联合营销,以适应消费者的消费方式,保证企业的市场地位不被吞噬。

Analysis of the Importance of Several Aspects before the Purchase of a Wine Bottle for Comunidad Valenciana （Spain） Consumers

This paper analyses the importance of several aspects that consumers in the Comunidad Valenciana （Spain） take into account when getting a wine bottle from a shelf. These aspects are： the designation of origin, the price, design and information on the label, design and information on the back label, the point of sale, the seller advice, friends and family recommendations. The information has been obtained through survey with 400 interviews throughout Comunidad Valenciana （Spain）. These interviews were based on asking a questionnaire with closed questions. It has been seen how the most valuated aspect is the designation of origin. The second aspect in the rank is friends and family Recommendations. Price is the third most valuated aspect. The less valuated aspects are the seller advice and the point of sale. The design and information of the label is more valuated than the design and information of the back label. Results seem to show how consumers want to reduce risk before buying a wine bottle looking for aspect that they can rely on. They give more importance to family and friends recommendations than to the seller advice.