[摘　要]：消费群体分析 CONSUMER BEHAVIOUR ANALYSIS FOR VIRGIN ATLANTIC AIRWAYS Table of Content 1.Introduction 1.1Background 1.2Objectives 2.Situation Analysis 2.1 Consumer Analysis 2.2 Current Market Analysis 2.3 Problem Statement 3.Problem Resolut..消费群体分析 CONSUMER BEHAVIOUR ANALYSIS FOR VIRGIN ATLANTIC AIRWAYSTable of Content 1.Introduction 1.1Background 1.2Objectives 2.Situation Analysis 2.1 Consumer Analysis 2.2 Current Market Analysis 2.3 Problem Statement 3.Problem Resolutions and Decision-making 3.1Satisfy Consumers Needs 3.11 Consumers Perception and Learning 3.12 Consumers Motivation and Values 3.13 Self-identity and Consumers Attitudes 3.2Overcome Competitors’ Aggressive Promotions 3.21 Pricing Strategies 3.22 Promotion Strategies 3.3Decision-driven Scenario on Environment Friendly Services and Products 3.4Other Relevant Solutions 4.Recommendations 5.Conclusion 6.LimitationReferences References [1] http://www.virgin-atlantic.com/ [2] http://www.virgin.com/ [3] Grant, Robert M. (2005) Contemporary strategy analysis 5th ed. USA: Blackwell Publishing, 350 Main Street, Malden  [4] Solomon, M. R.(2008) Consumer behaviour: buying, having and being 8th ed. Prentice Hall [5] Jorge F. González-Arce (1975) Market segmentation by consumer perception: a case study in Mexico USA: Division of Research, Graduate School of Business Administration. p.12-14 [6] Edward L. Nash (2000) Direct marketing: strategy, planning, execution 4th ed. McGraw-Hill. p. 204-205 [7] Danziger, Pamela (2004) Why people buy things they don’t need: understing and predicting consumer behaviour Dearborn Trade Publishing. p. 38[8] Amy Bedolla Cardona (1979) Self concept: a comparative study of Mexican American parents and their children and Anglo American parents and their children Brigham Young University. p. 17, 37 [9] Herman, Nancy J.(1995) Symbolic interaction: an introduction to social psychology Ravi Mehra. p. 1 [10] Kerzner H. (2009) Project management: a systems approach to planning, scheduling and ontrolling John Wiley & Sons, Inc. Hoboken, New Jersey p.572-575 [11] Richard E. Stanley (1982) Promotion: advertising, publicity, personal selling, sales promotion 2nd ed. Prentice-Hall p.51,105 [12] Bruce Jesse Biddle (1979) Role theory: expectations, identities, and behaviors Academic Press p.13 [13] Micheal Kuhn (2005) The greening of markets: product competition, pollution and policy making in a duopoly UK: Edward Elgar Publishing Limited p.1-5 [14] Mooil, Marieke K. de (1943) Consumer bebavior and culture: consequences for global marketing and advertising London: Sage Publications, Inc. [15] Porter, Michael E. (1985) Competitive advantage: creating and sustaining superior performance Free Press p. 169, 202, 326