文章来源企业管理资源网免费下载众多资源欢迎上传下载分享资源http://kehuxinxi.5d6d.com网络发布由以下网站提供赞助http://hexun.com/gfgf45g芸芸众生http://www.xiaoshuo3g.info淘淘转载请著名出处百步梯攀登计划北京地铁隧道动态广告媒体受众特点分析及其与电视广告效果比较院（系）工商管理学院专业工商管理作者谭仕铭卜敏指导教师提交日期2007年5月目录摘要.............................................................................................................................II一引言........................................................................................................................1二、提出问题................................................................................................................3三、文献综述................................................................................................................43．1、消费者行为影响因素分群...........................................................................................43.2、价值观与生活方式分群..................................................................................................43.2.1AIO生活形态细分方法..........................................................................................43.2.2VALS市场细分......................................................................................................53.2.3价值观量表（LOV）..............................................................................................53.3自我概念分群.....................................................................................................................53.4人口特征、价值观、个性、自我概念、生活方式与行为的关系.................................6四、研究方法................................................................................................................8五、资料收集..............................................................................................................11六、样本分析..............................................................................................................136.1因子分析..........................................................................................................................136.2聚类分析...........................................................................................................................156.3职业的TGI指数分析......................................................................................................176.4对应分析..........................................................................................................................186.5北京消费者各类人群的价值观频数分析.......................................................................24七、分类人群的广告评价..........................................................................................267.1物质自由型的评价特点...................................................................................................277.2意识机械型的评价特点...................................................................................................287.3精神理想型的评价特点...................................................................................................297.4和谐实现型的评价特点...................................................................................................307.5现实传统型的评价特点...........................
