基于顾客价值的大学生电脑市场细分研究--以济南为例

摘要

The market segmentation of the college student＇ s computer is studies by applying the survey data of several universities in Jinan based on customer value. The results show that six value factors affecting the college student＇ s buying decision are the C/P ratio, aftersale service, shopping experience, product image, information communication and waste disposal according to their importance order; the whole market is divided into for segmentation markets of fashionable customers, cautious cus tomers, service customers and practical customers,and they have good explanations on the individual value factor, which have important reference for computer manufacturer to carry out targeted market selection and market position, and implement differentiation marketing.%基于顾客价值视角，应用在济南部分高校的调查数据，对大学生电脑市场进行市场细分研究。结论表明：影响大学生购买决策的6个价值因子按其重要度依次为性价比、售后服务、购物体验、产品形象、信息沟通和废弃处理；整个市场可划分为时尚型用户、慎重型用户、服务型用户和实用型用户四个细分市场，并且它们在各价值因子上都有较好的解释。这些结果对于电脑厂商进行目标市场选择和市场定位，实施差异化营销，具有重要的参考价值。