Empirical Study on Benefit-based Market Segmentation of Economic Cars in China
Auto market in China is developing rapidly today,and economical auto market is one of the most important parts of it which has been paid more attention by manufacturer. Benefit segmentation can provide an appropriate method for the application of management event. This paper,through sample survey of consumers of economical auto market in 10 cities of China,by way of the statistical method of cluster analysis,divides the market into three categories. The demographic and behaviour related characteristics of each segment are also summarized. Finally,combining with some actual cases,the authors offer suggestions regarding marketing in each benefit segment as well as the next research direction in future.
Benefits Market segmentation Economical auto market Target market selection
He Wei Liu Yingzi Xie Juan
Management School. Huazhong University of Science & Technology,Wuhan,Hubei,China Marketing Solution Research Company. Beijing,China
国际会议
The First International Conference on Management Innovation(ICMI 2007)(管理创新会议)
上海
英文
765-770
2007-06-04（万方平台首次上网日期，不代表论文的发表时间）