关于生活形态调查研究.pptVIP

新生代市场监测机构 We are now looking at the Western fast food market. As you can see, when you look across the 12 cities and compare KFC, McDonalds and Pizza Hut, KFC has the greatest penetration - 45% visiting KFC in past three months. But how does this look in each city? * We are now looking at the Western fast food market. As you can see, when you look across the 12 cities and compare KFC, McDonalds and Pizza Hut, KFC has the greatest penetration - 45% visiting KFC in past three months. But how does this look in each city? * We are now looking at the Western fast food market. As you can see, when you look across the 12 cities and compare KFC, McDonalds and Pizza Hut, KFC has the greatest penetration - 45% visiting KFC in past three months. But how does this look in each city? * Well, here are the three biggest cities... In Guangzhou all three brands have figures higher than the 12 city average. Is this because Guangzhou residents eat at fast food restaurants more often? What you really need is an easy way to discover which cities are predisposed towards western fast food and how strong the brand is in each... The next chart illustrates this for the brand - brand X * We are now looking at the Western fast food market. As you can see, when you look across the 12 cities and compare KFC, McDonalds and Pizza Hut, KFC has the greatest penetration - 45% visiting KFC in past three months. But how does this look in each city? * * * * * * * * * * * 关于生活形态的调查研究 新生代市场监测机构 2000年7月 目 录 新生代的研究领域 关于生活形态的研究发现 新生代市场监测机构以自主调查研究为核心，其他业务领域有委托调查、零售研究等。 目前，自主运营的连续研究项目有“中国市场与媒体研究”、“中国青少年研究”、“中国消费者信心调查”等。 研究领域 “中国市场与媒体研究（CMMS）”是一项在中国大陆进行的关于居民的产品品牌消费习惯、媒体接触习惯以及生活形态的单一来源年度调查和研究。 自主研究项目 1 “中国青少年研究（TEENS）”是“中国市场与媒体研究”的系列调查与研究之一。它是一项以12-19岁城市青少年为研究主体的单一来源的连续年度调查。 自主研究项目 2 调查内容 人口统计特征 产品/品牌 媒体 生活态度 单一来源研究 所有调查内容均来自同一被访者。可以衡量消费者在媒体广告的曝露之下消费习惯的变化，可以考察消费者消费行为背后的生活形态变化。 因此， CMMS和TEENS不仅是连接产品/品牌消费与媒体消费之间的一座桥梁，更是连接消费者的消费行为与消费心理之间的一座桥梁。 目 录 新生代的研究领域 关于生活形态的研究发现 生活形态调查内容 购物 健康/饮食 时