VALS 价值观和生活方式【阿涩吧】

VALS系统
VALS系统（Values and Lifestyle Survey，价值观和生活方式系统）[编辑]什么是VALS系统

　　VALS全称价值观和生活方式系统，是由美国斯坦福国际研究院创立的一种观察理解人们生存状态的方式，通过人的态度、需求、欲望、信仰和人口统计学特征来观察并综合描述人们。这套1978年创立的系统现在被广泛认同和引用。[编辑]VALS系统的内容
　　一位名为阿诺德·米歇尔(Arndd Mithchell)的研究者，根据20世纪80年代对大约1600户美国家庭进行的冗长的全面询问，开始设计出一个把消费者放于九个生活方式群体的的系统，也称为VALS类型。
　　需求驱使类（Need-Driven），总人口11%，国民收入$ =7.5%
　　1、求生者（Survivor）4%，$ = 2.7%：绝望、压抑，为社会所抛弃的“处境不佳者”
　　2、维持者（Sustainer）7%，$ = 4.8%：敢于为摆脱贫困而作斗争的处境不佳者
　　外部控制类(Outer-Directed) 67%，国民收入$ = 36.9%
　　3、归属者（Belonger）39%，$ = 7.6%：维护传统、因循守旧、留恋过去和毫无进取心的人，这类人宁愿过那种“顺应型”的生活方式，而不愿有所作为。此类人群上升趋势明显
　　4、竞争者（Emulator）8%，$ = 10.3%：有抱负，有上进心和追求地位的人，这类人总希望“出人头地”。此类人群比例略有下降。
　　5、有成就者（Acheiver）20%，$ = 19%：能够影响事物发展的领袖们，他们按制度办事，并享受优裕的生活。此类人群比例有所下降。
　　内部控制类（Inner-Directed）20%，国民收入$ = 37.2%
　　6、我行我素者（I-Am-Me）3%，$ = 6.8%：年轻，自我关注，富于幻想的人。有所下降。
　　7、经验主义者（Experiential）6%，$ = 14.1%：追求丰富的精神生活，希望直接体验生活会向他提供什么的人。比例略有下降。
　　8、有社会意识者（Socially Conscious）11%，$ = 16.3%：具有强烈的社会责任感，希望改善社会条件的人。比例有所上升。
　　内外部控制类（Outer & Inner Directed），2%，国民收入$ = 18.4%
　　9、综合者（Integrated Lifestyle）：心理成熟，能够把各种内向型因素和外向型因素中的最佳部分有机结合起来的人。
一个人可能会经过多个阶段，如经过了需求驱使阶段，可能进入外部控制阶段，然后进入内部控制阶段，但很少有人会达到综合者阶段。
由于需求驱使类缺乏经济资源，营销人员极少关注这部分细分市场。而其他群体却是兴趣集中的目标，那是因为这些群体具有明确的人口统计、职业和媒体特征。所以，贵重皮箱制造商会想方设法了解有成就者的各种特征以及如何有效地对其开展促销活动。同样，桑拿浴桶制造商不会向经验主义者群体推销其产品，垃圾处理商会对归属者群体和有社会意识者群体采取不同的促销战略方法。目前已有很多大公司赞成这种价值观念和生活方式结构，并运用这些资料来有效地接触目标生活方式群体。[编辑]VALS系统的应用
　　VALS系统已被200多家公司和广告代理商运用于行销实践中，现在该系统经过更新成为VALS2。
　　起初VALS综合于两个视角来建立生活方式群体。一是基于马斯洛需求等级。二是基于美国社会学家戴维·瑞斯曼(David Reisman)提出的内在驱动者，即那引些受从个性表达和个人品味上来判断价值的人，和外在驱动者，却那些受他人行为和反应和影响而动摇决策的人之间的区别。
　　VALS类型学把人们归集到“成就者”、“社会自觉者”和“归属者”这三类，这主要依据人们在马斯洛等级中的位置以及他们达到目标的动力是内在还是外在的。例如，“成就者”和“社会自觉者”都是富足的，但外在驱动型的“成就者”会倾向于获得“权力象征”（例如拥有一间外观给人深刻印象的房子），而一个内在驱动型的“社会自觉者”更可能买一间具备有效动力装置的房子（如具备太阳能的）。
　　梅里尔·林奇公司(Merrill Lynch)设计的广告创意是运用VALS数据去瞄准有此需要的生活方式的细分市场的经典诠释。当此金融中介机构在1978年迁移其代理处机构前，已采用“美国处在高涨期”这一主题12年了。广告是由一群牛狂野地冲过平原这样一组画面组成的。
　　一项VALS分析揭示了这一广告形态主要对VALS类型中“归属者”那类占据大量市场的、只想适应而不想突出的消费者群有吸引力。另一方面，梅里尔的目标顾客是“成就者”，即那些富裕的商界和政界的领袖人物，他们具有领导才能和自信心，并打算成为批量的投资者。广告代理商就改换了画面，只出现一头牛（象征强烈的个性特征），主题也变为“一头离群的牛”。

Contents [hide]
1 VALS Framework and Segment
1.1 References
1.2 Use of the VALS Framework
2 See also
3 Further reading
4 External links
5 References
[edit]VALS Framework and Segment
Innovator. These consumers are on the leading edge of change, have the highest incomes, and such high self-esteem and abundant resources that they can induldge in any or all self-orientations. They are located above the rectangle. Image is important to them as an expression of taste, independence, and character. Their consumer choices are directed toward the "finer things in life."
Thinkers. These consumers are the high-resource group of those who are motivated by ideals. They are mature, responsible, well-educated professionals. Their leisure activities center on their homes, but they are well informed about what goes on in the world and are open to new ideas and social change. They have high incomes but are practical consumers and rational decision makers.
Believers. These consumers are the low-resource group of those who are motivated by ideals. They are conservative and predictable consumers who favor American products and established brands. Their lives are centered on family, community, and the nation. They have modest incomes.
Achievers. These consumers are the high-resource group of those who are motivated by achievement. They are successful work-oriented people who get their satisfaction from their jobs and families. They are politically conservative and respect authority and the status quo. They favor established products and services that show off their success to their peers.
Strivers. These consumers are the low-resource group of those who are motivated by achievements. They have values very similar to achievers but have fewer economic, social, and psychological resources. Style is extremely important to them as they strive to emulate people they admire.
Experiencers. These consumers are the high-resource group of those who are motivated by self-expression. They are the youngest of all the segments, with a median age of 25. They have a lot of energy, which they pour into physical exercise and social activities. They are avid consumers, spending heavily on clothing, fast-foods, music, and other youthful favorites, with particular emphasis on new products and services.
Makers. These consumers are the low-resource group of those who are motivated by self-expression. They are practical people who value self-sufficiency. They are focused on the familiar-family, work, and physical recreation-and have little interest in the broader world. As consumers, they appreciate practical and functional products.
Survivors. These consumers have the lowest incomes. They have too few resources to be included in any consumer self-orientation and are thus located below the rectangle. They are the oldest of all the segments, with a median age of 61. Within their limited means, they tend to be brand-loyal consumers.