瑞丽目标受众分析

发布时间：2011-03-03 16:30:28 来源：文档文库

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High Quality Readership with Sufficient Consumption Power

有足够消费能力的高质量读者群

目标读者

　　25-40岁，家庭年收入10万元以上，有品位、富足的舒适居家生活爱好者。

　　他们集中在北京、上海、广州等大都市中，受过良好的教育，有较高的艺术修养；

他们关注家居潮流和设计方法，追求居家品质与舒适，对家有着特殊情感，希望自己的居家理想能够付诸现实。乐于借鉴杂志来策划与确定装修风格，选择杂志详尽推荐的家居产品。

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.

读者消费趋向调查结果

1年内计划购房的 62% 2年内计划购房的 76%

1年内计划装修的 78% 2年内计划装修的 90%

1年内计划买车的 55% 2年内计划买车的 73%

1年内计划更新电器的 52% 2年内计划更新电器的 70%

Consumption Tendency

Plan 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%

■ 年龄分布

■ 家庭月收入

■ 职业 Career

　■ 感兴趣品牌商品 The Widely Interested Brands

　■ The National Top-ranked Living Magazine 国内首选的家居杂志

2002年	Audience	Resps	%Column	%Row	Index
Total	70,337	76,284	100	100	100
到达率
瑞丽·家居	281	144	0.4	100	100
时尚·家居	542	564	0.8	100	100
2003年
Total	70,337	71,849	100	100	100
到达率
瑞丽·家居	352	168	0.5	100	100
时尚·家居	351	175	0.5	100	100