三四级城市价值观地图构建及营销建议..docVIP

三四级城市价值观地图构建及营销建议——以乳品消费市场为例 摘要：????????价值观和消费文化是企业关注的永久性话题。我国幅员辽阔，以往研究都表明，不同经济区域的人群具有不同的价值观和消费习惯。然而以往的调查研究多集中在一二线城市进行，关于价值观的研究多是全国范围内的研究，很少根据经济区域进行划分，以三四级城市为研究对象的调查几乎没有。????????事实上，一、二级市场产品布局渐趋饱和，市场竞争激烈，利润严重降低。企业需要开拓新的市场，寻求新的销售业绩增长点已成当务之急，而逐渐富裕起来的三四级市场便成为新的突破口。 ????????为了洞察三四级城市消费者的消费心理和消费行为，本次研究对全国32个城市进行了抽样调查，通过对比三四级城市和一二级城市消费者价值观的差异构建了价值观地图，并进一步剖析不同经济区域消费者的消费心理，预测了三四级城市未来价值观演变和发展趋势，为企业进行前瞻性的广告和营销宣传提供决策依据。????????本次研究以乳品消费市场为例，在解析消费心理的同时结合了乳品消费者的消费行为习惯，并对乳品企业在三四级市场的品牌推广、市场细分、渠道和促销方面提出了有针对性的建议。????????关键词： 价值观地图? 消费心理? 三四级城市 一二级城市 前瞻性???????? [Abstract]????????Value and Consumption style are the eternal topic that many business focus on. Since China is a country with large population, there are various value and consumption style in different economic zone. While most market researches in the past focus on the first level or second level cities, there is limited information about value and consumption style for the people in the third level or fourth level cities.????????In fact, the competition in the first and second level cities is very tight and profit margin declines dramatically. Business need to find new market to grow. Therefore the cities in third and fourth level become the attracted spot.????????In this article, we sample 32 cities around China. By comparing the value between people in the first and second level cities and those in the third and fourth level cities, we construct value map and predict the consumption style trend in the future in third and fourth level cities. It will help business to conduct marketing process in those areas. ????????Our research is based on the sample in diary industry. By analyzing the consumption style, we present useful recommendation for diary business in branding, market differentiation, channel, and promotion in the third and fourth level cities.????????Key words: Value map, Third level and fourth level cities, First level and second level cities, Prediction.???????? 一、引言????????近年来我国经济的飞速发展，使得我国国民的生