【正文】 對(duì)于不包括在任何一個(gè)類別或維度中的句子，可參考定性的結(jié)果，決定是否刪除。 每一個(gè)點(diǎn)代表一個(gè)被訪者在某個(gè)特定維度上的評(píng)分（如功能性利益點(diǎn)、情感性利益點(diǎn)、消費(fèi)價(jià)值觀，等） 案例 1 中國(guó)家電市場(chǎng)細(xì)分 10 項(xiàng)目執(zhí)行步驟 ? Step 1: Qualitative research ? Main purpose: To provide the language and items that endusers use to describe their needs (including functional benefits and emotional rewards) ? Methodology: FGD, IDI ? Step 2: Item Reduction ? Main purpose: To reduce the number of items generated from qualitative research. The final items should be with discrimination in between ? Methodology: Internal staff survey (n=60) and survey on consumers (n=150) ? Step 3: Pilot test ? Main purpose: To provide input to the questionnaire39。 If have more money, I will buy a better one. 21 Caring Health 關(guān)注健康 Demographics: ? More likely in Guangzhou ? Housewife ? Living in highstorey building Consumer Values: ? I wish to take care of the whole family’s health in every aspect ? I am a person who seeks harmony in life Key Needs: ? Help me care for others ? Minimize the chances of being ill ? Reassured about family’s health ? Stop me worrying about germs/ bacteria ? Help bring order to my life Pr a g m a ti cSi m p l i c i ty19%F r e s hD e s i g n7%R e l e a s e14%Si m p l y th eb e s t22%L i fe o fR e c o g n i ti on23%C a r i n gH e a l th15%22 Caring Health 關(guān)注健康 ? Mrs. Zhang is 32 years old. She is living in a highstorey building in Guangzhou ? She has been married for 5 years and has a child. ? She loves her family so much, so she spends lot of time and energy on taking care of her family members. ? She always keeps her home very clean and tidy, so as to minimize the chances of illness and infections caused by germs and bacteria. ? For home appliances, Ms. Zhang always chooses the products that are more hygienic and healthy. For example, the refrigerator she current uses is a Panasonic antibacteria. ? Her next washing machine will be frontloaded, because she thinks it is more hygienic. 我處處關(guān)愛(ài)家人的健康。 ? 通過(guò)了解市場(chǎng)需求的結(jié)構(gòu)，可以制定出 具體而有針對(duì)性 的商業(yè)計(jì)劃。事實(shí)上，某些這種語(yǔ)句解釋了因子或維度不能解釋的內(nèi)容，因此必要的話應(yīng)該保留。 第三步： ? 對(duì)語(yǔ)句做因子分析或聚類分析。 ? 如果被訪者傾向于總打同一個(gè)分?jǐn)?shù)或者總打極端值（如： 1或 10），則可以過(guò)濾掉 ? 可以基于答案的標(biāo)準(zhǔn)差和極差過(guò)濾被訪者。s h e a l t hW i l l b e t h e m o s t p o w e r f u l a v a i l a b l eW i l l m a k e m e f e e l I h a v e b o u g h t t h e b e s tW i l l b e t h e e a s i e s t o n t h e m a r k e t t o r e p a i rW i l l b e t h e e a s i e s t o n t h e m a r k e t t o o p e r a t eW i l l b e t h e m o s t p r a c t i c a l p r o d u c t o n t h e m a r k e tW i l l b e t h e e a s i e s t o n t h e m a r k e t t o c l e a nW i l l g i v e m e a f r e s h f e e l i n g b y t h e d e s i g nW i l l g i v e m e a l o o k o f b r a n d n e w b y t h e d e s i g nW i l l s a v e s p a c eW i l l b e e n v i r o n m e n t f r i e n d l yFa c t or 5 : P R A G M A TI C O W N E R S H I PFa c t or 6 : FR E S H D E S I G NFa c t or 1 : R E LE A S EFa c t or 2 : S U P E R I O R LI FEFa c t or 3 : C A R I N G H E A LT HFa c t or 4 : S I M P LY TH E B E S T14 細(xì)分結(jié)果 M e a n s c o r e R e l e a s eL i f e o fR e c o g n i t i o nC a r i n gH e a l t hS i m p l y t h eB e s tP r a g m a t i cS i m p l i c i t yF r e s hD e s i g nT o t a lF a c t o r 1 :R e l e a s e8 . 9 7 . 6 7 . 3 7 . 1 8 . 1 7 . 1 7 . 7F a c t o r 2 :S u p e r i o r L i f e5 . 7 7 . 6 5 . 6 5 . 7 5 . 8 6 . 3 6 . 2F a c t o r 3 :C a r i n g H e a l t h7 . 9 8 . 0 8 . 9 7 . 7 8 . 1 7 . 4 8 . 0F a c t o r 4 :S i m p l y t h e B e s t7 . 1 7 . 5 7 . 1 8 . 9 7 . 4 6 . 6 7 . 6F a c t o r 5 :P r a g m a t i c7 . 6 7 . 5 7 . 2 7 . 2 9 . 1 7 . 1 7 . 7F a c t o r 6 :F r e s h D e s i g n7 . 1 7 . 3 6 . 8 6 . 6 7 . 2 8 . 3 7 . 16 L o ca l S e g m e n t s6 Factors (dimensions)15 各細(xì)分的市場(chǎng)份額 Base N=3208 R e l e a se14%Su p e ri o r L i f e23%