Empirical Study on Benefit-based Market Segmentation of Economic Cars in China

摘要

Auto market in China is developing rapidly today,and economical auto market is one of the most important parts of it which has been paid more attention by manufacturer. Benefit segmentation can provide an appropriate method for the application of management event. This paper,through sample survey of consumers of economical auto market in 10 cities of China,by way of the statistical method of cluster analysis,divides the market into three categories. The demographic and behaviour related characteristics of each segment are also summarized. Finally,combining with some actual cases,the authors offer suggestions regarding marketing in each benefit segment as well as the next research direction in future.