摘要
在分析西方消费者细分方法路线及缺陷的基础上 ,试运用中国古代最有价值的思想智慧———易经和五行系统理论及全息方法论 ,以先天气质分型为基点创建全新的中国式消费者细分理论体系和品牌消费行为细分模型 ,并初步运用实证数据检验得到较满意的结果。
This paper presents a critical review to the current western consumer segmentation methodology. Having addressed its drawbacks, we try to construct a consumer segmentation model with the assistance of the ancient Chinese most valuable wisdom——Yiching and Wu xing theory and systematic hologram methodology. Using consumer's inherent psychological mode, we develop a set of Wu xing (five modes) segmentation tools, which include such layers as innate temperament, consumption psychology, and mode of life, mode of brand consumption, mode of product consumption. Furthermore, the segmentation model is testified with elementary positive analysis data.
出处
《管理学报》
2005年第1期98-104,共7页
Chinese Journal of Management
关键词
消费者细分方法
中国式五行细分模型
消费者
身心气质
营销策略
Keyword:consumer segmentation
Chinese five mode(Wu-xing) segmentation
consumer inherent psychology mode
