Research On PC Market Segmentation Based On Consumer Ethnocentrism Tendency

Market globalization is now leading the latest trend in commercial area. Considering the fact that more and more multinational companies are entering the fully competitive market of China, both the academia and the business community have been particularly concerned about this issue: How to evoke the national consumer ethnocentrism for the local community to steady and expand? How to avoid risks for the multinational corporation by the way of developing local marketing strategies? How to establish the national brand-confidence and set invisible trade barriers for the government? In order to study the series of problems, this paper selects computer as the object in which fields the domestic covers more share while the foreign is preferred, takes Shandong province as the survey target, holds consumer ethnocentrism as core concept and makes market segmentation for personal computers at last.Through systematic literature review and analysis,the paper finds out research gaps and study the market segmentation of academic concept "consumer ethnocentrism" in the computer industry. The questionnaire is designed following international standard and the survey is implemented in 17 cities in Shandong province. Statistical works, such as descriptive statistics, reliability analysis, cluster analysis, non-parametric test and joint analysis, are processed with the software SPSS.This paper takes consumer ethnocentric trend as the segmentation standard, describes market with the values and lifestyle variables, behavioral variables and demographic variables, studies the influence to consumer choice in different segmentation market caused by brand, price and original producing area, divides Shandong PC market into three segmentation as: "positive domestic", " adiaphorous domestic", "negative domestic", and at last portrays its profile. The paper also deduct the elicitation in targeting, positioning and marketing strategies for local enterprises and multinational companies and gives a reference in policy making for government and industry organizations. Finally,summary and future research directions are proposed.