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借鉴本土化的CHINA-VALS模型对寿险市场进行细分,通过对调研数据进行因子、聚类、判别及对应分析,在经济理财意识、饮食健康意识、广告意识、时尚新潮意识、个性成就意识、新生活意识、不稳定性意识、媒介意识和家庭意识9个指标的基础之上,结合消费者的个人背景,将中国寿险消费者划分为6个群类,分别是稳健传统型、现实生活型、积极前卫型、求进务实型、经济生活型和时尚进取型,并针对每个群类提供了相应的营销建议。
By referring to the localized CHINA-VALS model, the life insurance market is subdivided. Through the factor analysis, cluster analysis, discriminant analysis and corresponding analysis, the research shows that in the aspect of economic wealth management, dietary health awareness, advertising awareness, fashion trend awareness, individual achievement awareness, New life consciousness, instability awareness, media awareness and family awareness. Based on the personal background of consumers, China life insurance consumers are divided into six groups, namely, the stable traditional and the real life , Active avant-garde, seeking pragmatic, economic life and fashion aggressive, and for each group provided the appropriate marketing recommendations.