中國大陸數位消費者行為趨勢與商機特輯

· 資策會產業情報研究所
eBook
246
Pages

About this eBook

隨著中國大陸十二五計劃之推動,將規劃產業升級、發展新興產業、提升人民收入帶動消費需求,視為擴大內需之戰略重點。面對廣大中國大陸市場,需瞭解大陸內需市場特性,本特輯進一步針對北京、上海、廣州、重慶進行消費族群生活型態及消費觀察分析,瞭解不同地區消費者對數位產品及要品牌偏好特性,提出台灣品牌業者進入中國大陸市場機會之策略建議。本特輯初級資料藉由量化調查與質化進行研究,量化調查共回收有效樣本數3200份;質化研究則包含廠商訪談、專家訪談與焦點團體訪談,以瞭解四城市20世代、30世代、40世代消費族群對於數位產品暨品牌之需求。

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