The Consumer Behavior Study Of Shanghai Countryside Tourism Based On Segmentation Of Life Style

The tourist industry is regarded as the gold-mining business and becoming one of the largest industries with rapid growth in the world. Shanghai's tourist industry is in the same situation. Especially in recent years, with the development of the economy and the improvement of people's living standard, there is an unprecedented developing tide of the countryside tourism in Shanghai. However, we also found that after the successful beginning of Shanghai countryside tourism, there is not a unique image. Shanghai countryside tourism is developing but without innovation. This can be caused by a lot of reasons. The author thought one of the main reasons is the market cannot meet consumers' needs with the growing personalization in consumer behavior patterns. The author applied segmentation of consumers' life style and segmentalized the consumer lifestyle and analyzed the difference consumer groups during their perchance decision.According to the structure of the article, firstly the author introduced the background of the research and then the author put forward the main research question: how to segment consumer's lifestyle, how to put segmentation of consumers' life style and consumer behavior decision together; and how to use the result. Then is the review of related literature. Related literatures are mainly about consumer behavior, life style and countryside tourism theory. All those literatures established the theoretical foundation for the model.Chapter four proposed the whole framework of the research, 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 Shanghai countryside tourism can be divided into two main consumer groups. Applying the data, author set up the most suitable marketing strategy. Finally are the conclusions and recommendations. Summarize the dissertation, evaluate the model and put forward the innovation and recommendations.