This paper presents a critical review to the current western consumer segmentation methodology. Having addressed its drawbacks, we try to construct a consumer segmentation model with the assistance of the ancient Chinese most valuable wisdom——Yiching and Wu xing theory and systematic hologram methodology. Using consumer's inherent psychological mode, we develop a set of Wu xing (five modes) segmentation tools, which include such layers as innate temperament, consumption psychology, and mode of life, mode of brand consumption, mode of product consumption. Furthermore, the segmentation model is testified with elementary positive analysis data.
罗纪宁. 中国式品牌消费行为细分模型——中国消费者气质与品牌选择的实证研究[J]. J4, 2005, 2(1): 98-.
LUO Ji-Ning. A Chinese Style Segmentation Model on Consumer Brand Behavior——A Positive Analysis on Chinese Inherent Psychology Mode and Brand Choice. J4, 2005, 2(1): 98-.