| With the rapid expansion of college students' market in our country, enterprise marketing mix strategies and the transformation of consumer demand put forward higher requirements for enterprise to analyse consumer behavior. From the perspectives of lifestyle, this paper conduct market segmentation of college students' market and divide each lifestyle groups under the lifestyle marketing theory and the differentiated marketing theory. Then empirical research is done with lifestyle segmentation model, at last, we propose different marketing mix strategies for different groups.Firstly, on the foundation of research results about college students' consumption and lifestyle segmentation, the paper seek for combination point between them and point the value of our study.Secondly, using lifestyle marketing theory and related marketing theory, based on lifestyle, the issue that whether the college students' market can be divided into several submarkets with different lifestyle is raised. Then self-constructed questionnaire—"questionnaire on college students' lifestyle" is presented used research model of lifestyle segmentation with AIO scale. We get back 383 valid questionnaires in the survey.Thirdly, According to the survey data, we use factor analysis method and cluster analysis method to segment lifestyle groups, empirical results indicate that the college students' market can be divided into five submarkets. The five segment markets among college students' market are named "showing himself actively","drifting with the tide","chasing fashion","studying hardly","living in poverty" respectively. Then, some statistical hypothesis test are done on demographic variables to the five submarkets with chi-squares test.Finally, from the four dimensions of lifestyle marketing, combining the differentiated marketing theory and lifestyle segmentation theory, the corresponding marketing mix strategies for specific situation of each submarket are designed. |
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