Breakdown Of The Consumer Lifestyle Marketing Strategy Model And Its Empirical Research

With the perfection of market economy and the entering of WTO, strategy problem, especially the institution and choice of the strategy, have already gotten more and more concerns of domestic enterprises. With the growing personalization in consumer behavior patterns, life style has become an important factor which has much influence on the consumption of apparel. Lifestyle segmentation has become an effective approach to identify distinct categories of the specific market. In virtue of the consumer lifestyle segmentation and the discrepancy analysis of different consumer group during their perchance decision, the author constructed the marketing strategy model based on segmentation of consumers' life style and chose Shanghai YIHUI Clothes Design Company as the object of application study to analyze and made the empirical study to the model.According to the structure of the article, Firstly the author introduced the background of the research and discussed about the current situation and development trend of top grade gown market and tried to discover modern ladies' behavior characteristic during their purchase of top grade product. Secondly, the author put forward the main research question how to segment consumer's lifestyle, how to construct the marketing strategy model based on segmentation of consumers' life style and how to apply the model. Finally, the author discussed the limitation of this study. Then is the review of related literature. Related literatures are mainly about consumer behavior, life style and market segmentation. All those literatures established the theoretical foundation for the proposition of the model. Chapter three is the construction of the model. This is the core of the dissertation. Based on the study of the related literature, the author constructed the framework and content of the marketing strategy model based on segmentation of consumers' life style and proposed six concrete marketing strategies.When it comes to the empirical study processes of the marketing strategy model, the first part is the research methodology. Selecting the consumers of YIHUI top grade gown as the empirical object, the author firstly proposed the whole framework of the research, then introduced the variables and the interaction between them, and at last analyzed the research presumption, questionnaire design, sampling design, investigation method and so on. Then is the questionnaire data analyze. Through the factor analysis and cluster analysis to the valid sample data, author found that the consumers of YIHUI top grade gown can be divided into two main consumer groups. Applying the data above into the marketing strategy model based on segmentation of consumers' life style, author set up the most suitable marketing strategy of YIHUI top grade gown called "Duality Semi-difference Strategy" which is in line with YIHUI current strategy. Finally are the conclusions and recommendations. Summarize the dissertation, evaluate the model and put forward the innovation and recommendations.The model combines with the consumers' life style and buying decision processes theory, It is simple and easily to use and the logic organization is clear. The choice of strategies applying for the suitable company is very flexible and scientific, and it is very convenient for companies. The model help YIHUI top grade gown products implement the material marketing strategies set up very pressingly and feasibly.