基于消费者自我概念的会员卡定向促销研究-企业管理专业论文.docxVIP

万方数据 万方数据 ABSTRACT With the rapid development of commodity economy, enterprises are fiercely fighting for consumers. Membership card targeted promotion is getting more and more consumers’ graces. It becomes a means for enterprises to compete for customers in the fierce market competition. If consumers are divided into different classes according to consumers’ self-concept, it can be more effectively segment market and make up the deficiencies in current process of membership card distribution. This thesis uses questionnaire to collect data and uses the means of factor analysis, correlation analysis, difference analysis and regression analysis by statistical software SPSS16.0. Firstly, this thesis classed the fourteen factors in the scale of consumers’ self-concept into fashion-factor, family-factor, fervor-factor, feeling-factor and freedom-factor using factor analysis. Then it classified consumers into fashion-consumer, family-consumer, fervor-consumer, feeling-consumer and freedom-consumer according to the highest factor in the five factors. Then, this thesis analysised consumers’ self-concept and membership cards by correlation analysis. What’s more, it analysised the different membership cards’ behaviors of different self-concept’s consumers to created Logistic regression model. In the model, the five factors of consumers’ self-concept were independent variables. What’s more, the dependent variables were the willingness of consumers’ own of membership card, the issuance ways of membership card that consumers prefer and the motivation of enterprises issue membership cards that consumers agree. Therefore, the conclusions of this model were as follows: Fashion-factor and freedom-factor affect the willingness of consumers’ own of membership card. The affection of fashion-factor is higher than the affection of freedom-factor. Fashion-factor affects the membership card’s issuance ways of buying that consumers prefer. Fervor-factor, feeling-factor and freedom-factor af