消费者民族中心主义视角下护肤品市场细分及策略.pdfVIP

经营谋略| Operating Strategy 消费者民族中心主义视角下护肤品 市场细分及策略 □陈桃红 [ ] 摘 要 近年来，我国的护肤品市场销售额年增长速度较快。其中，外资品牌凭借各自的优势，占据着我国护肤品的中高端市 场; 而众多国产品牌主要依靠薄利多销在中低端市场展开激烈争夺。因此，国产品牌应尽快找到适合自身发展的路 径。本文通过因子分析和聚类分析，对我国护肤品消费者民族中心主义的市场细分进行研究。经分析，划分了我国消 费者民族中心主义的三大细分市场，即国货崇尚族、国货中立族和国货淡漠族，并根据三大细分市场的特点，对本土 企业提出相应的营销策略。 [ ] 关键词 消费者民族中心主义;市场细分;因子分析;营销策略 [ 中图分类号] F270 [ 文献标识码] A [ 文章编号] 1006 － 5024 ( 20 11) 11 － 0086 － 04 [ ] “ ”( ) 基金项目 广西教育厅基金项目 西部省区的消费者民族中心主义研究 批准号: 2009 11LX78 [ ] ( ) 作者简介 陈桃红，广西民族大学管理学院讲师，硕士，研究方向为营销策略和战略管理。 广西南宁530006  : Abstract In recent years ， the annual growth rate of sale in our country s skin care products market has relatively rapidly increased ， of which foreign brands relied on their respective advantages to occupy middle and high － end market of our country  s skin care products markets while many domestic brands mainly depend on small profits and quick returns to fiercely compete one another in middle and low － end market． Therefore ， domestic brands should find out the path appropriate for their own development as soon as possible． By conducting factors analysis and cluster analysis ， this paper has researched the market segmentation of customer ethnocentrism of our country  skin care products． Through the analysis ， the paper has divided the customer ethnocentrism into three main segments ， i． e． Chinese goods advocates ， Chinese goods neutral customers ， and customers indifferent to Chinese goods ， and according to the characteristics of three main segments markets