| 基于市场细分的葡萄酒广告策略实证研究 |
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| 引用本文： | 李甲贵. 基于市场细分的葡萄酒广告策略实证研究[J]. 酿酒科技, 2012, 0(8): 129-133 |
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| 作者姓名： | 李甲贵 |
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| 作者单位： | 西北农林科技大学葡萄酒学院,陕西省葡萄与葡萄酒工程技术研究中心,陕西杨凌712100 |
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| 基金项目： | 中央高校基本科研业务费专项 |
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| 摘 要： | 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。
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| 关 键 词： | 葡萄酒 市场细分 广告策略 消费者行为 |
An Empirical Study of Grape Wine Advertising Strategies Based on Market Segmentation |
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| LI Jiagui. An Empirical Study of Grape Wine Advertising Strategies Based on Market Segmentation[J]. Liquor-making Science & Technology, 2012, 0(8): 129-133 |
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| Authors: | LI Jiagui |
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| Affiliation: | LI Jiagui(College of Enology,Northwest A&F University;Shanxi Engineering Research Center for Viti-Viniculture,Yangling,Shanxi 712100,China) |
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| Abstract: | 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 beneficial to marketers to get better understanding of Xi’an grape wine market and to make grape wine advertising strategies more effectively. |
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| Keywords: | grape wine market segmentation advertising strategies consumer behavior |
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