基于生活方式的广西大学生市场细分实证研究

摘要

With the expansion of the number and scale of universities and colleges in Guangxi year after year, college students＇ consumption ability has enhanced at the same time. Their immense consumption potential has attracted the attention of many enterprises. This paper designs a questionnaire according to AIO scale from the perspective of lifestyle. After collecting samples and using factor analysis, cluster analysis and unitary analysis of variance by the SPSS software, we get five submarkets and give them new names by describing their consumption profile in the hope that the result can provide the most valuable reference for the enterprises who intend to occupy the college student market of Guangxi.%广西高校的数量和办学规模连年扩大,大学生的消费能力也在增强,其巨大的消费潜力引起企业的重视。本文从生活方式研究的视角,根据AIO量表设计调查问卷,收集样本数据后,运用SPSS软件进行因子分析、聚类分析及一元方差分析,划分出五个子市场,予以命名后,描述出每个子市场的消费轮廓,希望能为打算占领广西大学生市场的企业制定营销策略提供有价值的参考依据。