使用情境细分模型及应用研究

The Study on Usage-Situation Segmentation Model and the Application

中文关键词:  市场细分  情境  使用情境

英文关键词:market segmentation  situation  usage-situatin

中文摘要:

      寻求有效的市场细分方法一直是营销研究的关键。本文基于情境及使用情境对消费者行为的影响,从消费目的和使用情境这两个维度构建了一个市场细分模型,同时划分出四类消费群并对它们分别进行阐述,最后通过实案对这一细分模型进行应用解析。

英文摘要:

      It has been the key to marketing research to seek an effective method for market segmentation. Based on the impacts of the situation and the usage-situation upon consumer's behavior, this essay builds a model of market segmentation from such two dimentions as consumption motive and usage-situation. It marks out four kinds of consumer group and analyses them respectively. Finally, a true case helps to analyse the application of the segmentation model.