无锡地区化妆品市场的细分和营销策略探讨

24200112()JournalofWuxiUniversityofLightIndustry(SocialScienceEdition)Vol.2No.4Dec.2001:2000-10-20;:2001-02-20.:(1965-),,,.1009-5926(2001)04-0368-05(,214063)[];;[],,,[]F127.53wx[]ASegmentationandMarketingStrategiesofCosmeticsinWuxiZOULi2min(CollegeofEconomicsandManagement,SouthernYangtzeUniversity,Wuxi214063,China)Keywords:cosmetics;marketsegmentation;marketingstrategiesAbstract:ItisadvantageoustocosmeticsmarketdevelopmentwiththeeconomicgrowthathighspeedinWuxi.Thispaperanalysesmarketaccordingtothestandardsofthedistrict,purchasersmotivation,consumersincomeandageonthebasisofasocialinvestigation,andputsforwardsomemarketingstrategiesaccordingtodifferentmarketsegmentations.,,,,,,,,,,,,,1,,,,,,,,,(1),,,,,(2),,,,,(3):,,,11Tab.1LocationDistributionbycosmetic2BuyerforWuxi69.35%19.43%11.22%,,,,,2,(1),,,,(2),,:,,(3),,3,,:(1)500,(2)5003000,(3)3000,,50039.86%,500100027.3%,100032.81%;5049.55%,5010028.64%,10015014.09%,1507.72%,,10%(2)2Tab.2Mouthlyincomeandcosmeticexpenditureforcus2tomersinWuxi500500100010001500150039.86%27.3%21.64%11.17%505010010015015049.55%28.64%14.09%7.72%4,(1)18,,,,(2)1828,,,,,,(3)2840,,,,9634:1000(4)40,,,,11Fig.1Agedistributionbycoswetic2buyerforWuxi187.92%,182837.62%,284030.13%,4024.33%,5,,,,,,22Fig.2Graphzfactorswhichshallbetakenintoaccountbycustomersinpurchasingcosmetic(1),34.18%,,,(28.27%)(29.15%),,63.55%,,(2),27.52%,29.68%(3),22.34%1(),(),,,(1),,,,,,,,,,,,,,(2),,,,,,,,,,,,073()2,,,,,,,,(3),,,,,2(1),,,,,,:,,,,,,,(2),,,,;,,,,,,(3),,,,,,,3(1),,,,(2),,,,,,(3),,,4(1)17(),,;,,,,,,,,,(2)1828,,,,,,;;,,(3)2840,,,,,;;,,,,.,,(4)40,,,(384)1734:,,(7),,,,,,,,[][1].[M].:,1994.[2].[A].(1999)[C].:,2000.[3],.[A].(1999)[C].:[2],2000.[4].:[J].,1999,(1).[5].:[A].(1999)[C].:,2000.[5].[A].(1999)[C].:,2000.(:)(371),,,,,,,5(1),,,,,,,,(2),,,80.3%,19.7%,,,,42.3%,,,64.64%,40.39%,32.53%,27.08%,,,,(3),,,,,,,,,,,,,,,,,,(:)483()2