瑞麗目標受眾分析.doc

High Quality Readership with Sufficient Consumption Power有足夠消費能力的高質(zhì)量讀者群 目標讀者25-40歲，家庭年收入10萬元以上，有品位、富足的舒適居家生活愛好者。他們集中在北京、上海、廣州等大都市中，受過良好的教育，有較高的藝術修養(yǎng)；他們關注家居潮流和設計方法，追求居家品質(zhì)與舒適，對家有著特殊情感，希望自己的居家理想能夠付諸現(xiàn)實。樂于借鑒雜志來策劃與確定裝修風格，選擇雜志詳盡推薦的家居產(chǎn)品。Target Readers Those in love with tasteful, rich and comfortable housing lives, aging from 25 to 40 with an annual family income of more than RMB100, 000 Yuan.Mostly living in metropolis like Beijing, Shanghai and Guangzhou, they are well educated with a relatively higher aesthetic culture. Concerning with housing fashions and design methods, they tend to pursue housing quality and comfort. They hope their housing ideals can come true, for they have special sentiments to homes. They are fond of planning and deciding decoration styles with reference to magazines and choosing those housing products that are recommended in detail by magazines.讀者消費趨向調(diào)查結果1年內(nèi)計劃購房的 62% 2年內(nèi)計劃購房的 76%1年內(nèi)計劃裝修的 78% 2年內(nèi)計劃裝修的 90%1年內(nèi)計劃買車的 55% 2年內(nèi)計劃買車的 73%1年內(nèi)計劃更新電器的 52% 2年內(nèi)計劃更新電器的 70%Consumption TendencyPlan to buy a house within a year 62% Plan to buy a house within two years 76%Plan to decorate the house within a year 78% Plan to decorate the house within two years 90%Plan to purchase a car within a year 55% Plan to purchase a car within two years 73%Plan to replace electrical appliances within a year 52%Plan to replace electrical appliances within two years 70% 年齡分布 家庭月收入 職業(yè) Career 感興趣品牌商品 The Widely Interested Brands The National Top-ranked Living Magazine 國內(nèi)首選的家居雜志2002年AudienceResps%Column%RowIndexTotal70,33776,284100100100到達率瑞麗家居2811440.4100100時尚家居5425640.81001002003年Total 70,33771,849100 100100 到達率 瑞麗家居3521680.5100100時尚家居3511750.5100100數(shù)據(jù)來源Source：