国际赛车场项目市场研究报告.ppt

* * * * * * * * * * * * * * * * * * * * * * Version 必不可少的服务/功能或设施 （1） Base=500 Page * Version 必不可少的服务/功能或设施 （2） Base=500 Page * Version 去理想场所逗留的时间 值得注意的是，愿意在该场所逗留2天以上时间的消费者占全部消费者的61%以上。 Base=470 Page * Version 留宿的可能性 Base=470 Page * Version 留宿时选择酒殿的价位 通过研究我们得知多数消费者愿意在400元以下的酒店住宿。 Base=470 Page * Version 将同谁一起前往该场所 “与家人一起包括孩子”和“与朋友一起”是消费者选择去该场所消费的主要伴侣。 Base=470 Page * Version 选择用餐的场所 去该场所消费时，“中档饭店”和“特色饭店”将会成为消费者选择的主要就餐场所。 Base=470 Page * Version 选择的交通工具 当消费者去该场所消费时，“往返上海市中心的旅游专线车”和“轻轨，地铁”将会成为主要选择的交通工具。 Base=470 Page * Version Base=500 综合考虑,决定消费者是否去该场所的重要因素 Page * Version 综合考虑,决定消费者是否去该场所的重要因素 Base=500 Page * Version 去该场所最长能接受的时间 研究表明，去该场所消费时，1个小时以内的路程是消费者认为较为合理的选择。 Base=500 Page * Version Base=500 价格测试(PSM) A B C D 研究发现,当消费者去该场所消费时，综合来讲，他们花费RMB450-1000元时，商家可获得最大的消费人群；当消费者消费在RMB550-650元时，建议为他们认为最为合理的价位。 Page * Version Page * * * * * * Looking across the four consumer segments we identified, we can see that adoption of the Internet comes about easily and readily with little trust needed for the experimentalists - who by nature are early adopters and enjoy being able to try out new and unproven things. For them, e-commerce sites become known or shopped by virtue of either the exciting web design capturing their attention, ‘word of mouse’, or through viral marketing. Achievers, those who are successfully using the web for e-commerce and feel comfortable with the process have come to the Internet either by way of media coverage of a site, through a site being sanctioned by the business world or through the traditional advertising channels. To them it is not so much about discovery as about trusting those that have already looked into it. Contemporary followers are driven by specific benefits offered by the web that guide them to e-commerce - such as price, mainstream advertising campaigns, progressing their loyalty for a bricks and mortar store or brand to their e-brand offer, or through links from other credible and trusted sites or e-brands.