我国红酒的分众营销研究
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摘要
国内红酒(红葡萄酒的简称)业日趋激烈的竞争使得有效地向目标消费者传递相关信息的成本日益提高;面对众多红酒品牌纷繁多样的广告信息,红酒消费者显得无所适从,挑选一款自己满意的红酒将花费很大的时间成本。以节约资源、提高效率为目的,对于红酒消费者进行有效的分众营销成为了红酒营销者义不容辞且刻不容缓的任务。
目前国内对红酒消费者主要是以经济收入或者消费渠道标准进行细分,或者谈不上有分众营销一说。分众营销的高效率、节约成本作用不能够很好的体现。
本研究基于市场细分理论极其相关支撑理论,探讨红酒消费者的人口统计特征以及非人口统计特征因素如生活方式、兴趣爱好、自我价值意识及对红酒的认知等因素对红酒消费决策的影响。在对相关理论进行综述、相关概念进行界定的基础上,本文构建了相关概念模型来解决这一问题。研究采用问卷调查的方法,通过SPSS13.0统计分析软件,运用因子分析、相关性分析等方法对模型进行了验证和修正。
在本文采样样本的前提下,经数据分析得到如下研究结论:(1)在人口统计特征因素中,红酒决策方式和红酒消费者的年龄、教育程度有着显著的关系;而收入和红酒购买决策方式并没有显著的相关关系(2)在非人口统计特征因素中,生活方式、兴趣爱好、自我认知以及对红酒的品类认知均和红酒消费决策方式有着显著的相关关系。
本文的研究结论弥补了国内红酒分众营销研究的不足,肯定了传统的人口统计特征对红酒购买决策方式的影响作用。同时本文结论对非人口统计特征因素对红酒决策方式的参考价值,对红酒营销者也有一定的借鉴意义。最后提出了本文的不足和进一步研究的方向。
For the increasingly fierce competition of domestic red wine market,the cost of effectively transfering related information to the target consumers is raising day by day. In the face of such many and complex information of different kinds of wine brand, the consumers are difficult to decide what to do and how to choose a satisfying product,since it will cost the them big time .For the purpose of conservating resources and improving efficiency ,it’s an obligatory and urgent task for red wine marketers to make effective segmentation to the consumers.
At present , red wine consumers is only segmented by the standard of economic income or consumer channels ,even there is not consumers segmentation at all. The effect of efficiency and conserving cost can not be well reflected.
Based on market segmentation theory and other related supporting theory , this study explore the affect of red wine consumers' demographic factors and not-demographic factors of deciding styles.Based on the review of relevant theories and related concept definition, the paper constructs related conceptual model and seven hypothesis groups to solve this problem. This research use the method of questionnaire survey and the factor analysis and correlation analysis method to verify and correct the model by the statistical analysis software SPSS13.0.
This paper makes the conclusions under the precondition of the sample swatches by analysis of data:(1)In the demographic factors, red wine decision-making mode and red wine consumers' age, education level has obvious relationship,but Income and red wine buying decision means no significant correlation. (2) In the not-demographic factors, Lifestyle, hobbies, self-awareness, and wine category cognitive and red wine consumption decisions style has significant correlation.
The conclusion of this research compensates the limitations of domestic study of wine segmentation and certain the influential role of traditional demographic factor in wine decision-making mode. In the same time, this paper’s conclusion certain the reference value of the not-demographic factors in wine mode of decision-making. At last, the study brings forward the disadvantages and future research.
目前国内对红酒消费者主要是以经济收入或者消费渠道标准进行细分,或者谈不上有分众营销一说。分众营销的高效率、节约成本作用不能够很好的体现。
本研究基于市场细分理论极其相关支撑理论,探讨红酒消费者的人口统计特征以及非人口统计特征因素如生活方式、兴趣爱好、自我价值意识及对红酒的认知等因素对红酒消费决策的影响。在对相关理论进行综述、相关概念进行界定的基础上,本文构建了相关概念模型来解决这一问题。研究采用问卷调查的方法,通过SPSS13.0统计分析软件,运用因子分析、相关性分析等方法对模型进行了验证和修正。
在本文采样样本的前提下,经数据分析得到如下研究结论:(1)在人口统计特征因素中,红酒决策方式和红酒消费者的年龄、教育程度有着显著的关系;而收入和红酒购买决策方式并没有显著的相关关系(2)在非人口统计特征因素中,生活方式、兴趣爱好、自我认知以及对红酒的品类认知均和红酒消费决策方式有着显著的相关关系。
本文的研究结论弥补了国内红酒分众营销研究的不足,肯定了传统的人口统计特征对红酒购买决策方式的影响作用。同时本文结论对非人口统计特征因素对红酒决策方式的参考价值,对红酒营销者也有一定的借鉴意义。最后提出了本文的不足和进一步研究的方向。
For the increasingly fierce competition of domestic red wine market,the cost of effectively transfering related information to the target consumers is raising day by day. In the face of such many and complex information of different kinds of wine brand, the consumers are difficult to decide what to do and how to choose a satisfying product,since it will cost the them big time .For the purpose of conservating resources and improving efficiency ,it’s an obligatory and urgent task for red wine marketers to make effective segmentation to the consumers.
At present , red wine consumers is only segmented by the standard of economic income or consumer channels ,even there is not consumers segmentation at all. The effect of efficiency and conserving cost can not be well reflected.
Based on market segmentation theory and other related supporting theory , this study explore the affect of red wine consumers' demographic factors and not-demographic factors of deciding styles.Based on the review of relevant theories and related concept definition, the paper constructs related conceptual model and seven hypothesis groups to solve this problem. This research use the method of questionnaire survey and the factor analysis and correlation analysis method to verify and correct the model by the statistical analysis software SPSS13.0.
This paper makes the conclusions under the precondition of the sample swatches by analysis of data:(1)In the demographic factors, red wine decision-making mode and red wine consumers' age, education level has obvious relationship,but Income and red wine buying decision means no significant correlation. (2) In the not-demographic factors, Lifestyle, hobbies, self-awareness, and wine category cognitive and red wine consumption decisions style has significant correlation.
The conclusion of this research compensates the limitations of domestic study of wine segmentation and certain the influential role of traditional demographic factor in wine decision-making mode. In the same time, this paper’s conclusion certain the reference value of the not-demographic factors in wine mode of decision-making. At last, the study brings forward the disadvantages and future research.
引文
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[18]韦绍锋.社区:分众营销演练场[J].医药经济报.2006,(2).
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[22]王培才.市场营销理论的新发展[J] .中国流通经济.2004,(4).
[23]俞明辉.生活形态理论的研究综述[J].财经界(下旬刊).2007,(10).
[24]沈蕾.基于消费者生活方式细分的营销战略模型及其实证研究[D].东华大学硕士论文.2007.
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[27]周文博.市场细分中的市场泛化策略[J].法制与社会.2009,(5).
[28]陈转青.顾客满意与柔性营销.商场现代化[J].2007,(6).
[29]柳荣.市场经营中顾客满意的若干问题研究.商场现代化[J].2008,(15).
[30]尹伟静.多标准顾客满意度分析模型及其应用[J].商业研究.2009,(7).
[31]王志兴,李铁治.顾客满意理论综述.商场现代化[J].2009,(29).
[32]唐文龙.问鼎高端:中国红酒的集体进行式[J].酿酒.2006,(2).
[33]董树国.中国红酒市场的十大乱象[J] .中国品牌.2007,(8).
[34]唐文龙.中小红酒企业的低端生存法则[J].上海经济.2006,(7).
[35]吴菲菲,史吏.葡萄渐成熟,红酒市场谁采摘?[J].广告大观综合版.2008,(3).
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[41] Giudici,P., & Passerone, G. Data mining of association structures to model consumer behavior[M]. Computational Statistics and Data Analysis, 2002,vol38:533–541.
[42] Han, J., & Kamber, M. Data Mining: Concepts and Techniques[M]. San Francisco: Morgan Kaufmann Publishers.2001.
[43]Smith,Wendell. Product Differentiation and Market Segmentation as Alternative Marketing Strategies[M].Journal of Marketing,1956,(7):3-8.
[44]Verhage,B.&Cunningham,W.H. Grondslagenvan het Marketing Management[M].Leiden: Stenfert Kroese. 1984.
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[48] Cardozo R. An experimental study of customer effort, expectation, and satisfaction[J]. Journal of Marketing Research,1965(8): 244-249.
[49] Kai Kristensen,Anne Martermen&Lars Gr Onholdt.Measuring customer satisfaction:a key dimension of business performance[M].1st Edition.Int.J.business Performance Management,2000,157-170.
[50] Fornell Claes. A national customer satisfaction barometer:The Swedish experience [J].Journal 0f Marketing,1992.
[51]Fornell,Claes(1992),’A National Customer Satisfaction Barometer:The Swedish Experence[J]. Journal of Marketing,1992(1),1-21.
[52] Fornell Claes ,Johnson Michael D. The American customer satisfaction index: Nature, purpose [J],and findings Journal of Marketing,1996.
[53] Andemon Eugene W, Fornell Claes. Foundations of the American customer satisfaction index [M].Total Quality Management, 2000.
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