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本案最有趣之处是其将消费者细分模型作为营销传播工具。消费者被分为“偏好群体”和“异议群体”。偏好群体包括“嗜肉者”、“创意厨师”和“计较价格者”;异议群体包括“忙碌行动者”和“健康导向者”。研究人员对其作了概念界定,分析了其消费行为特征、媒介习惯,在此基础上分别制定了传播策略。美国国民蓄产与肉食理事会发觉一些新价值观的出现冲击了肉食品的销售,于是委托 YSW 咨询公司于1981年和1983年开展了有关研究。这两次研究都揭示出一些广为传布的价值观。如:根
The most interesting aspect of this case is that it uses the consumer segmentation model as a marketing communication tool. Consumers are divided into “Preference Groups” and “Dissent Groups”. Preference groups include “Plants,” Creative Chef “ and ”Compared Price“; Dissenting groups include ”Busy Action“ and ”Health Leader". The researchers defined the concept and analyzed their consumption behavior characteristics and media habits. On this basis, they formulated communication strategies. The National Council of National Production and Meat Research found that the emergence of new values has impacted the sale of meat products and commissioned YSW Consulting to carry out relevant research in 1981 and 1983. Both studies reveal some widely spread values. Such as: root