【摘要】：目的分析重慶城區(qū)老年人消費(fèi)需求現(xiàn)狀和特征。方法采用問卷的方法調(diào)查重慶城區(qū)老年人消費(fèi)需求現(xiàn)狀,采用克朗巴哈(Cronbach)α系數(shù)進(jìn)行信度檢驗(yàn),運(yùn)用KMO進(jìn)行效度檢驗(yàn),采用描述統(tǒng)計(jì)和交叉列聯(lián)表頻數(shù)分析的方法進(jìn)行數(shù)據(jù)統(tǒng)計(jì)分析。結(jié)果老年人需求主要集中于傳統(tǒng)領(lǐng)域,高度重視自身身體健康,追求健康消費(fèi);理性、務(wù)實(shí)、關(guān)愛型消費(fèi)是老年消費(fèi)的主要特點(diǎn);老年人對精神文化層次的消費(fèi)呈現(xiàn)出較大需求,但市場有效供給不足;老年需求存在內(nèi)部差異性。結(jié)論企業(yè)應(yīng)當(dāng)重視老年消費(fèi)需求特征,有針對性開展?fàn)I銷策略,拓寬老年市場。
[Abstract]:Objective to analyze the current situation and characteristics of the elderly consumption demand in Chongqing urban area. Methods A questionnaire was used to investigate the current situation of consumption demand of the elderly in Chongqing urban area. The reliability was tested by (Cronbach) 偽 coefficient of kronbaha, and the validity was tested by KMO. The methods of descriptive statistics and cross-column frequency analysis were used to analyze the data. Results the needs of the elderly were mainly concentrated in the traditional field, and they attached great importance to their own health and pursued healthy consumption, rational, pragmatic and caring consumption were the main characteristics of the elderly consumption. The elderly have a large demand for spiritual and cultural consumption, but the market is insufficient in effective supply, and there are internal differences in the demand for the elderly. Conclusion Enterprises should pay attention to the characteristics of consumption demand of the elderly, carry out marketing strategies and broaden the market for the elderly.
【作者單位】： 重慶第二師范學(xué)院經(jīng)濟(jì)與工商管理系;
【基金】：重慶市社會科學(xué)規(guī)劃項(xiàng)目(2014QNJJ12) 重慶第二師范學(xué)院科研項(xiàng)目(KY201512B)
【分類號】：D669.6;F126.1
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本文編號：2426611