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:,,,:;;:F274:A:1672-884(2005)01-0098-07AChineseStyleSegmentationModelonConsumerBrandBehaviorAPositiveAnalysisonChineseInher2entPsychologyModeandBrandChoiceLuoJiningGuangdongUniversityofForeignStudies,Guangzhou,ChinaAbstract:Thispaperpresentsacriticalreviewtothecurrentwesternconsumersegmentationmethodolo2gy.Havingaddresseditsdrawbacks,wetrytoconstructaconsumersegmentationmodelwiththeassistanceoftheancientChinesemostvaluablewisdomYichingandWu2xingtheoryandsystematichologrammethodology.Usingconsumersinherentpsychologicalmode,wedevelopasetofWu2xing(fivemodes)seg2mentationtools,whichincludesuchlayersasinnatetemperament,consumptionpsychology,andmodeoflife,modeofbrandconsumption,modeofproductconsumption.Furthermore,thesegmentationmodelistes2tifiedwithelementarypositiveanalysisdata.Keyword:consumersegmentation;Chinesefivemode(Wu2xing)segmentation;consumerinherentpsy2chologymode:2004-08-04,,,WendellSmith1956,(TonyLunn,1986),:(1)(consumer2orientedsegmentation),,(YoramWind,1978),,()3(2)(product2orientedseg2mentation)(),,/,,,(flexiblesegmentation),(conjointanalysis),,(Green,1973,1975),(Neal,2001;Wedal,2000),(artificialneuralnet2works)(latent2classmodel)(fuzzyandoverlappingclustering),,,892120051ChineseJournalofManagementVol.2No.1Jan.2005/,,,,(),,,(psychographicsegmentation),SRIVALS2,,1();,,,,(,2004)(),,,,,(,2003),,,,,,,,,,,,,,,,2,,(),,,,99,,80;90,,(Jung),,,,,,,,,,,,,,,,,,,,,,3,()()/335,,,1233.1,,(),,(),(1),:;5,,14,,4,251,,,;;,,;;,,,,,,,,,,,,,,,,,,,,,;;00121200515,,,2,(3):(),,(),,,(),,,()()3.2,3,,/,/,,,(),,,,,5,5(4)/,23()()()()(),,,,,,,,1014,,,4:,,,,()(),,,,,,,3,10,500(2040)(445),3(1)1:(i),,(),,,,,,(ii)2,,(iii),,(),()(iv),,,,5,(5(LiketScale))(01%2012120051,,,),(01%)(2)2:(i),,(ii),,,,(iii),,,65PearsonCorrelation0.16233-0.17633-1.171330.170330.15933Sig.(12tailed)0.0000.0000.0000.0000.000N445445445445445330.01()6PearsonCorrelation-0.15333-0.155330.11133-0.15133-0.1073Sig.(12tailed)0.0010.0010.0090.0010.012N445445445445445330.01()30.05()55,,,:(1),,,,,,,,,,(2),,,,,,,(7),()3017:(3),,6,,,,,,,,,,,,,,,,,,/[1].:[J].(),2003(6):4448[2].:[J].(),2004(4):98104[3].[M].:,1990.[4],.[M].:,1982.[5].[M].:,2000.[6].[M].:,1992.[7].[M].:,1996.[8]GreenYoramWind.NewWaytoMeasureConsumerJudgments[J].HarvardBusinessReview,1975,53:1072117[9]JohnCMowen,ConsumerBehavior.FourthEdition[M].NewJersey:Prentice2Hall,Inc,1995:240273[10]NealWilliamP,JohnWurst.AdvancesinMarketSeg2mentation[J].MarketingResearch,2001,13(1):1518[11]SmithWendell.ProductDifferentiationandMarketSeg2mentationasAlternativeMarketingStrategies[J].Jour2nalofMarketing,1956,21(7):38[12]TonyLunn.Segmentingandconstructingmarkets,inRobertM.WorcesterandJohnDownhameds,Con2sumerMarketResearchHandbook[M].ThirdRevisedandEnlargedEdition,ElsevierSciencePublishers.B.V.,1986:387423[13]WedalMichel,WagnerKamakura.MarketSegmentationConceptualandMethodologicalFoundations,2nded[M].Boston:Kluwer,2000.[14]WilliamDWells.Psychographics:ACriticalReview[J].JournalofMarketingResearch,1975,12(5):196213[15]YoramWind.IssuesandAdvancesinSegmentationRe2search[J].JournalofMarketingResearch,1978,15(8):317337:(1970),,,(510420),(264209),,(CMC)4012120051