营销视角下的生活方式概念及应用研究  

Lifestyle Concept and Application Research from the Perspective of Marketing

作　　者：周光[1] 余明阳[1] 许桂苹[2] 赵袁军[3] ZHOU Guang;YU Mingyang;XU Guiping;ZHAO Yuanjun(Antai College of Economics and Management Shanghai Jiao Tong University , Shanghai 200052,China;School of Media and Design Shanghai Jiao Tong University , Shanghai 200240, China;Glorious Sun School of Business and Management Donghua University, Shanghai 200051,China)

机构地区：[1]上海交通大学安泰经济与管理学院,上海200052 [2]上海交通大学媒体与设计学院,上海200240 [3]东华大学旭日工商管理学院,上海200051

出　　处：《上海管理科学》2018年第3期29-37,共9页Shanghai Management Science

基　　金：国家社科基金重点项目"互联网群体传播的管控方案与社会引导对策研究"的阶段性成果(项目编号:15AZD054);国家留学基金委资助项目(201506630047);中央高校基本科研业务费专项资金资助(CUSF-DH-D-2015065)

摘　　要：生活方式最初作为社会学区别阶级或阶层的重要指标,在20世纪60年代被引入管理学领域,发展至今,其AIO量表已成为消费者行为学领域内研究市场细分最重要的工具之一。以生活方式概念起源的追溯作为基点,论述了生活方式从社会学、心理学到经济学和管理学的演进过程,提炼出各个学科对于生活方式定义内涵的共通之处,研究了生活方式在市场营销中的应用脉络及重要成果,推导了价值观、生活方式和消费行为之间的关系图,论证了AIO量表的普适性及当前中国经济形式下对生活方式研究的必要性。Lifestyle was originally one of the important indicators for sociology as the difference class, and was introduced into the field of management in the 1960s, Lifestyle AIO scale has important tool in researching consumer behavior for market segmentation.Tracing the development of the concept of lifestyle, this paper discusses each focus of lifestyle from sociology, psychology to economics and management, refines their common lifestyle definition. According to the application path of lifestyle tool and their achievements , a figure of the relationship between values , lifestyle and consumer behavior was deduced, AIO scale was demonstrated to be universality , and it＇s necessary to research of lifestyle under the current Chinese economy situation.

关 键 词：生活方式 概念演进 市场细分 测量工具 AIO量表 

分 类 号：C93-06[经济管理—管理学]