声明
摘要
Abstract
Table of Contents
Chapter 1：Introduction
1．1 Research background and significance
1．1．1 Background
1．1．1 Theoretical Background
1．1．2 Research Significance
1．2 Content and Methodology
1．2．1 Research Content
1．2．2 Research Methodology
1．3 Purpose
1．4 Research Technology Route
Chapter 2：Literature Review
2．1 Overview of Market Segmentation Theory
2．1．1 The Concept of Market Segmentation
2．1．2 The Significance of Market Segmentation
2．1．3 Classifications of Market Segments
2．1．4 Standards for Market Segmentation
2．1．5 Criticisms of Market Segmentation Theory
2．2 Overview of Market Positioning Theory
2．2．1 The Concept of Market Positioning Theory
2．2．2 The Significance of Market Positioning Theory
2．2．3 Market Positioning Theory Strategy
2．2．4 The Methodology of Market Positioning Theory
2．3 STP Theory
2．4 Marketing Theory of the Domestic and Foreign Beer Industry Review
2．4．1 Summary of Research Outside of China
2．4．2 Summary of Domestic Research within China
Chapter 3：The Developing Trend within the Beer Industry towards Craft Beer
3．1 Globally Developing Trends within the Beer Industry
3．1．1 Broad History of Beer
3．1．2 Global Beer Sales
3．2 Development of the Chinese Beer Industry
3．2．1 Chinese Beer Sales
3．2．2 Weaknesses and Opportunities within the Chinese Beer Industry
3．3 Introduction of Craft Beer
3．3．1 Definition of Craft Beer
3．3．2 Causes of the Rapid Development of Craft Beer
3．3．3 Position of Craft Beer in China
Chapter 4：Introduction of Calvin Beer Company and Questionnaire Design
4．1 Calvin Beer Company
4．1．2 Calvin Beer Company Products
4．1．3 Market Segment and Position of Calvin Beer Company
4．2 SWOT Analysis of Calvin Beer Company
4．2．1 Analysis of Strengths
4．2．2 Analysis of Weaknesses
4．2．3 Analysis of Opportunities
4．2．4 Analysis of Threats
4．3 Analysis of the Market Segmentation and Positioning of Calvin Beer Company
4．4 Questionnaire Design
4．4．1 Principles of Questionnaire Design
4．4．2 Market Segmentation Questions
4．4．3 Positioning Questions
4．4．4 Practical Questionnaire Design
4．4．5 Questionnaire Distribution Technique
4．4．6 Questionnaire Respondent Screening
Chapter 5：Data Analysis
5．2．1 Descriptive Analysis of Sample Population Characteristics
5．2．2 Descriptive Analysis of Sample Behavioral Factors
5．2．3 Descriptive Analysis of Sample Positioning Results
5．3 Descriptive Analysis of Target Customers
5．3．1 Descriptive Analysis of Screening Questions
5．3．2 Descriptive Analysis of Demographic Characteristics of Target Customer
5．3．3 Descriptive Analysis of Behavior Factors of Target Customer
5．3．4 Descriptive Analysis of Promotional Preferences of Target Customer
5．4 T-test Analysis of Demographic Preference for Beer Consumption
5．4．1 T-test Analysis of Beer Consumption Behaviors and Preferences by Gender Component
5．4．2 T-test Analysis of Beer Consumption Behaviors and Preferences by Chinese or Foreign Component
5．5 Univariate Analysis of Variance of Beer Consumption Behaviors and Preferences of Remaining Demographic Factors
5．5．1 Univariate Analysis of Variance on Beer Consumption Behaviors and Preferences for Age Component
5．5．2 Univariate Analysis of Variance on Beer Consumption Behaviors and Preferences for Education Component
5．5．3 Univariate Analysis of Variance on Beer Consumption Behaviors and Preferences for Income Com ponent
5．5．4 Univariate Analysis of Variance on Beer Consumption Behaviors and Preferences for Occupation Component
5．5．5 Univariate Analysis of Variance on Beer Consumption Behaviors and Preferences for Marital Status Component
Chapter 6：Findings and Implications
6．1．1 Conclusions from Analysis of Descriptive Statistics
6．1．2 Conclusions from Analysis of Behavioral Statistics
6．1．3 T-test and ANOVA Test Conelusions
6．1．4 Conclusions of Empirical Research
6．2 Marketing Implications for Calvin Beer Company
6．2．3 Targeting Chinese and Non-Chinese Customers
6．2．4 Promote Beer through Craft Events and Exchanges
6．2．5 Interpretation and Use of Demographic Information
6．3 Research Limitations and Future Potential
6．3．1 Research Limitations
6．3．2 Future Research Outlook
Bibliography
Appendix
Personal Profile
Acknowledgments
