酿酒科技
釀酒科技
양주과기
LIQUOR-MAKING SCIENCE & TECHNOLOGY
2012年
8期
129-133
,共5页
葡萄酒%市场细分%广告策略%消费者行为
葡萄酒%市場細分%廣告策略%消費者行為
포도주%시장세분%엄고책략%소비자행위
grape wine%market segmentation%advertising strategies%consumer behavior
运用完整结构的调查问卷,采用便利抽样法对西安市120名葡萄酒消费者的购买行为进行调查。结果表明,根据消费者人口学特征和行为特征可将西安市葡萄酒消费者细分为时尚型、商务型和保健型3类不同的消费群体。基于此,从广告主题、广告诉求、广告媒体等方面提出了具有针对性的葡萄酒广告策略。该研究结论有助于营销人员更好地认识西安葡萄酒市场,为制订有效的葡萄酒广告策略提供参考。
運用完整結構的調查問捲,採用便利抽樣法對西安市120名葡萄酒消費者的購買行為進行調查。結果錶明,根據消費者人口學特徵和行為特徵可將西安市葡萄酒消費者細分為時尚型、商務型和保健型3類不同的消費群體。基于此,從廣告主題、廣告訴求、廣告媒體等方麵提齣瞭具有針對性的葡萄酒廣告策略。該研究結論有助于營銷人員更好地認識西安葡萄酒市場,為製訂有效的葡萄酒廣告策略提供參攷。
운용완정결구적조사문권,채용편리추양법대서안시120명포도주소비자적구매행위진행조사。결과표명,근거소비자인구학특정화행위특정가장서안시포도주소비자세분위시상형、상무형화보건형3류불동적소비군체。기우차,종엄고주제、엄고소구、엄고매체등방면제출료구유침대성적포도주엄고책략。해연구결론유조우영소인원경호지인식서안포도주시장,위제정유효적포도주엄고책략제공삼고。
Using a high-structured questionnaire, an investigation was conducted in Xi＇an by a convenience sample of 120 valid actual grape wine consumers. According to the sample＇s demographic and behavioral characteristics, Xi＇an grape wine market was clustered into three segments： fashion-oriented consumer group, business-oriented consumer group and health-oriented consumer group. Based on the market segmentation, grape wine advertising strategies, including advertising theme, appeal and media, were analyzed separately. The research conclusion was benefi- cial to marketers to get better understanding ofXi＇ an grape wine market and to make grape wine advertising strategies more effectively.
