중국 여성 소비자의 라이프스타일 유형과 특성

• 영문명: 중국 여성 소비자의 라이프스타일 유형과 특성
• 발행기관: 한국마케팅과학회
• 저자명: Kim Joo Ho(김주호) Yong-Xian Jia
• 간행물 정보: 『한국마케팅과학회 학술발표대회논문집』2005 추계학술대회 발표 논문집, 639~672쪽, 전체 34쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2005.11.30

영문 초록

  Chinese market have been growing rapidly. The current shift of economical environments in China leads to changes in the way of consumers" consumption. The purpose of this study is to identify the Chinese consumers" lifestyle.
  In research, five different lifestyles were identified; which are the vogue pursuing group, the social intercourse group, the traditional conservative group, the achievement pursuit group, and the passive stagnated group. These groups differed in the perception of prices, purchase motivations, post-acquisitional satisfaction, and their demographics. For example, the vogue pursuing group consumers turned out to consider price as the most important element when they purchase cosmetics, while the social intercourse group valued recommendation from others more. Meanwhile the traditional conservative group and the achievement group each used past experience and attributes as their criterion.

목차

Ⅰ. 서론
Ⅱ. 이론적 배경
Ⅲ. 연구방법
Ⅳ. 연구결과 및 해석
Ⅴ. 요약, 결론 및 논의
참고문헌
〈Abstract〉