| 使用情境细分模型及应用研究 |
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| 引用本文： | 王海燕.使用情境细分模型及应用研究[J].北京工商大学学报(社会科学版),2007,22(5):83-86. |
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| 作者姓名： | 王海燕 |
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| 作者单位： | 福建农林大学,人文社会科学学院,福建,福州,350002 |
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| 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。
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| 关 键 词： | 市场细分 情境 使用情境 |
| 文章编号： | 1009-6116（2007）05-83-04 |
| 收稿时间： | 2007-01-10 |
The Study on Usage-Situation Segmentation Model and the Application |
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| Wang Hai-yan.The Study on Usage-Situation Segmentation Model and the Application[J].Journal of Beijing Technology and Business University:Social Science,2007,22(5):83-86. |
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| Authors: | Wang Hai-yan |
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| Institution: | Department of Advertisement, College of Humanities and Social Sciences, Fujian Agriculture and Forestry University, Fuzhou 350002, China |
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| Abstract: | 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. |
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| Keywords: | market segmentation situation usage-situatin |
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