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文章采用文献资料法、问卷调查法、数理统计法等研究方法,借鉴VALS2市场细分系统,依据生活方式因子将皖江城市带体育消费人群聚类为两类细分市场,并研究得出两类细分市场消费群存在不同的体育消费行为,其在一定程度上受人口统计变量(年龄、收入、学历、职业)的影响,最后针对皖江城市带体育消费市场提出建议,为实现体育消费生活方式营销提供理论基础和创意方案。
Based on the market segmentation system of VALS2 and based on lifestyle factors, the article classifies the sports consumer groups in the city of Wanjiang into two types of market segments based on the research methods of literature, questionnaire and mathematical statistics, In the market segments, the consumer groups have different sports consumption behaviors, which are affected to a certain extent by the demographic variables (age, income, education level and occupation). Finally, suggestions are put forward for the sports consumption market in the urban belt of the city of Wanjiang. In order to realize the sports consumption Lifestyle Marketing provides the theoretical basis and creative solutions.