Research On Market Segmentation And Positioning Of Out-door Sports Of Changsha City

In the 1980's,outdoor sports was introduced into China,With the development of the economy and people's living has been improved,outdoor sports have a great development recently.More and more people like it.In order to meet the need of relaxation body-building and recreation,The outdoor sports have became a essential sports,There appears merchants specializing in the outdoor sports products with the outdoor sports developing to a certain degree.It shows that the development of outdoor sports market has existed many problems in the new situation after concluded and analyzed,although the outdoor have a great development recently,Throgh to collect and search related problems of outdoor sports market of ChangSha city in recent years.The anthor researched on the target consumer of outdoor sports of ChangSha city and their different demands to make the outdoor sports market better.This study was designed to the outdoor sports of ChangSha City,the number of paid market segmentation programs in order to determine the target market,making some reasonable maket positioning strategies. The paper which adopted methods included frequence analysis,factors analysis,cluster analysis to analyse and research to the results of investigation,making the standard of market segmentation from four fields which are geographical factors,population factor(gender,age,income,degree etc),mental factor(the way of life,peasonality etc), behavial factor(attitude,value,e-loyalty),making the indicate of maket segmentation of changsha city,Though to spss to make six factors by using raximax rotation method and factor analysis,The cluster analysis is based on the results of factors,making the model of market segmentation of ChangSha city and six maket segmentations and describing the feature of every maket segmentation.At last, to determine the target market according to the results of segmentation,and making some reasonable strategies for the main operator to advance the development of outdoor sports market of ChangSha city.