市場細分數(shù)據(jù)分析和闡釋案例為虛構(存儲版)
【正文】 ? College/ University graduated ? High family ine (RMB 2870) ? Larger household Consumer Values: ? Features are more important than design ? To live an unstrained life ? I think nothing is more important than time Key Needs: ? Free me from household chores ? Release me from cleaning frequently ? Help me get rid of the tiredness ? Make me feel the product serves me ? Low noise Pr a g m a ti c Si m p l i c i ty19%F r e s h D e s i g n7%R e l e a s e14%Si m p l y th e b e s t22%L i fe o f R e c o g n i ti on23%C a r i n g H e a l th15%18 Release 放松解脫 ? Mrs. Chen, aged 28, lives in Beijing. She and her husband are living with her parents. ? She graduated from college, and now is working in a pany. ? Even with higher ine, she feels stress from everyday work, so she takes every opportunity to free herself from working pressures. ? Because she is busy, she doesn’t have much time to watch TV, but takes some time to read newspapers and magazines. She is interested in articles about entertainment, puters, science, technology and also a little about environmental issues. ? For home appliances, she currently has an automatic washing machine and she likes the products with good functional performance to free herself from boring chores. ? She also wants to purchase cooking appliances of the same brand – a set of stove and hood. 功能全，就不會讓我再操心！ More features will make me feel easy 19 Life of Recognition 他人認可 Demographics: ? Housewife ? Aged 4150 ? Low family and personal ine ? Employee ? 3 members in family Consumer Values: ? I care about other’s praise ? I like to show my success ? I like to be different from others ? I need modern/ fashionable products ? The trifle in life is also a kind of joy Key Needs: ? Make me feel honourable ? Make me admired by others ? Make me feel I’m superior to others ? Make me feel fashionable ? Reflection of good life quality Pr a g m a ti cSi m p l i c i ty19%F r e s h D e s i g n7%C a r i n g H e a l th15%L i fe o fR e c o g n i ti o n23%Si m p l y th eb e s t22%R e l e a s e14%20 Life of Recognition 他人認可 ? Mrs. Sun is 43 yeas old. She is working in a department store as a sales person. ? Her husband is a pany employee, and their son is a high school student. The monthly ine for this family is relatively low, around RMB 2600. ? As a housewife, she spends a lot of time doing housework, such as cleaning the refrigerator. ? During her free time, she watches TV, reads newspapers and magazines for leisure. She is more interested in programs or articles about life, cooking, shopping guides, movies and dramas. She also reads a little about fashion and home appliances, because she doesn’t want to fall behind her peers. ? For home appliances, she wants products that reflect good life quality, so she intends to buy a refrigerator with large capacity. She also wants to update her old doubledrum washing machine with the latest model. 等有錢了咱也買個好點的，讓別人也看看。事實上，某些這種語句解釋了因子或維度不能解釋的內(nèi)容，因此必要的話應該保留。s structure, flow and length To pinpoint any problems that have not been visible To analyze the data to determine whether it is providing what we want ? Step 4: Quantitative research ? Main purpose: To gain market understanding, identify the most meaningful and most actionable needsbased market segmentation To gain the profile of each segments ? Methodology: Random Sampling, F2F interview (N=3280) 11 語句生成和篩選 定性研究產(chǎn)生： ? 216個價值和需求語句 ? 206個冰箱類別需求語句 ? 164個洗衣機類別需求語句 ? 173個廚具類別需求語句 留下： ? 53個價值和公用需求語句 ? 25個冰箱類別需求語句 ? 28個洗衣機類別需求語句 ? 31個廚具類別需求語句 語句篩選 12 語句篩選 (Item Reduction)的統(tǒng)計學步驟 第一步： ? 首先，將那些對所有語句都打同樣分數(shù)（如： 1， 3， 6或 10）的被訪者過濾掉。 ? 通過了解市場需求的結構，可以制定出 具體而有針對性 的商業(yè)計劃。對于存在的過多的意思完全相同的語句，需要進行刪減。 If have more money, I will buy a better one. 21 Caring Health 關注健康 Demographics: ? More likely in Guangzhou ? Housewife
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