| Summary: | 碩士 === 文化大學 === 國際企業管理研究所 === 85 === The market of mainland China has been taken note since the
opening of economy.Shanghai is the primary consumers'' market and
Beijing is the second consumers'' market. Up to now, many Taiwan
businesses went to mainland China by permission of our
government. There are many differeced between Mainland China and
Taiwan because two areas are divided almost fifty years.
Additional, the sporting mark-et in Taiwan is growing as the
need of leisure time. The sporting market in mainland China is
in the rudimentary stage so the comparison of two area
isrequired. This study mainly discussed on the relationship of
the Life Style and purchase decision procedure:the comparison of
Taipei.Shanghai and Beijing. Thestudy results are following:1.
The life style among Taipei,Shanghai and Beijingare differect.
2.The purchase decision procedure among Taipei,Shanghai and
Beijing are different. 3.The combined relationships of the life
style and pur-chase decision procedure are different among
Taipei,Shanghai and Beijing. 4. The combined relarionships of
the life style, pschographics and purchase deci-sion procedure
are different among Taipei,Shanghai and Beijing.
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