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论文编号：	2095
作者编号：	2120051969
上传时间：	2010/4/20 10:21:57
中文题目：	消费者生活方式地区差异的实证研究。
英文题目：	Lifestyle; Regional differences; Lifestyle measurement;
指导老师：	李东进
中文关键字：	生活方式；地区差异；生活方式测量；生活方式细分
英文关键字：	Lifestyle; Regional differences; Lifestyle measurement;
中文摘要：	全球消费有共性的一面，但差异性是更基本的。而我国地域大、亚文化圈多，其内部的差异程度就往往超乎人们的想象。因此，在我国进行市场营销活动不可忽视区域差异，需要进行有效的市场细分。了解区域消费差异需要了解不同地区的生活方式差异，同时生活方式还是进行市场细分的有效工具，但研究我国不同地区消费者生活方式差异进而提出相应营销建议的文章还很少，而从实证角度对大陆地区生活方式进行的比较研究尚未曾有——针对这方面研究的必要性和稀缺性，本文对我国大陆地区的上海、北京、武汉、青岛、沈阳这5个生活方式可能存在不同的典型城市展开了消费者生活方式地区差异的实证研究。 本研究所要解决的问题主要有两方面：一是本研究中，我国消费者的生活方式包括哪些构面；二是通过这些构面，判断我国消费者的生活方式是否存在地区差异。 本研究通过因子分析，依据测量项目命名提取出了生活方式的七个构面，分别是“追求时尚”、“看重面子”、“信赖广告”、“积极生活”、“偏好休闲”、“消费理性”和“偏好交际”。通过多元方差分析我们可得到我国不同地区生活方式在整体上确实存在差异，而各构面的情况如下：“追求时尚”、“偏好休闲”、“消费理性”、“偏好交际”这四方面地区间不存在显著差异，而“看重面子”、“信赖广告”和“积极生活”这三方面地区间存在显著差异。另外，各地消费者在对待不同构面的态度上，除了“偏好交际”和“看重面子”这两种外，对其他构面在整体上都是持肯定态度。依据生活方式构面，通过聚类分析本研究将我国消费者分成了7类不同的群体：休闲媒介型、时尚积极型、面子理性型、面子淡泊型、消费理性型、广告信赖型、交际偏好型。通过频次分析可得到不同群体在不同地区间的分布情况——时尚积极型、理性消费型和交际偏好型消费者在各地区的差异较小；面子淡泊型和广告信赖型消费者在各地区的差异较大；而休闲媒介型和面子理性型消费者的地区差异较为适中，介于上述两者之间。最后通过列联表分析我们进一步验证了这种差异的显著性，即我国消费者的生活方式确实存在地区差异。在分析过程中我们还意外地发现我国消费者的面子是具有理性的，并且年轻人的面子淡泊型人群占有较大比重。 根据生活方式地区差异，营销者在我国不同地区开展营销活动时应当“二次本土化”，即应针对地区间消费者生活方式的异同情况分别对待不同地区的消费者。
英文摘要：	There are common sides in global consumptions, but differences are more basic. Our country is so large in size and so rich in subcultures that the differences inside are always beyond peoples' imagination. Therefore, regional differences can't be ignored when marketing activities are taken in our country and effective market segmentation is needed for these activities. Knowing the lifestyle differences is needed for knowing the regional differences and meantime lifestyle is an effective tool for segmenting markets. However, comparison research on lifestyle in the mainland of our country from an empirical view has never been done—Because of the necessity and rarity of researches on this aspect, Empirical Research of regional differences is done on consumer lifestyles in the five typical cities of the mainland, Shanghai, Beijing, Wuhan, Qingdao and Shengyang, where lifestyles may be different. The issues to be resolved by this paper mainly include two parts: First, which aspects are included in consumers' lifestyles of our country; Second, Whether there are regional differences in the consumers' lifestyles of our country according to these aspects. According to the names of items for measurement, seven aspects of lifestyles for this research are extracted through factor analysis, which include 'Pursuing fashion', 'Attaching importance to Mianzi', Believing advertisements', 'living actively', 'Accepting the face of leisure', 'consuming rationally' and 'Accepting the face of intercommunication'. Through multivariate analysis we could find that lifestyles as a whole are indeed different between different regions in our country, and situations of each aspect of lifestyles are as follows: 'Pursuing fashion', 'Accepting the face of leisure', 'consuming rationally' and 'Accepting the face of intercommunication' are not different significantly between regions; 'Attaching importance to Mianzi', 'Believing advertisements' and 'living actively' are different significantly between regions. In addition, consumers as a whole in different regions all hold positive attitudes on every lifestyle aspect but 'Accepting the face of intercommunication' and 'Attaching importance to Mianzi'. According to the lifestyle aspects, This research split consumers in our country into 7 different kind of groups through cluster analysis which are as follows: 'Leisure and Medium Type', 'Fashion and Active Type', 'Mianzi Rational Type', 'Mianzi Ignoring Type', 'Consumption Rational Type', 'Advertisements Believing Type' and 'Intercommunication Preference Type'. Through frequency analysis we could know the distribution of different groups between different regions—regional difference of 'Fashion and Active Type', 'Consumption Rational Type' and 'Intercommunication Preference Type' is comparatively small; regional difference of 'Mianzi Ignoring Type' and 'Advertisements Believing Type' is comparatively big; regional difference of 'Leasure and Medium Type' and 'Mianzi Rational Type' is comparatively medium, between the two above. At last, through crosstabs analysis we further confirm the significance of this difference, i.e. there are indeed regional differences of consumers' lifestyles in our country. In the course of our analysis we happen to find that consumers' Mianzi in our country is rational and 'Mianzi Ignoring Type' has a comparatively big weight in the youngsters. According to the regional differences of lifestyles, marketers should 'second localize' when taking marketing activities in different regions of our country, i.e., different manners should be considered according to the similarities and differences of consumers' lifestyles between regions when treating different regions.
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