【作者】 刘满芝； 周梅华；

【Author】 Liu Man-zhi;Zhou Mei-hua;the Management School,China University of Mining and Technology;

【机构】 中国矿业大学管理学院；

【摘要】 本文从新的视角,应用因子分析与聚类分析复合模型研究市场细分和市场开拓问题。首先分析因子分析与聚类分析复合模型的应用研究现状,得出该模型在市场细分中应用的可行性。然后以移动通信行业为实证研究对象,通过设计Likert五级态度量表,对刚入校的大一新生开展抽样调查,了解新市场消费者对移动通信商及其产品的认知和态度。应用因子分析对多个观测变量进行降维,在此基础上,以公共因子和因子得分为依据,应用K-means聚类分析法对样本进行聚类和市场细分,提出对移动通信服务商选择目标市场和进行新市场开拓的策略建议。更多还原

【Abstract】 This paper studies the market segmentation and market development by applying the compound model of factor analysis and cluster analysis from a new perspective. First, the application study of the compound model of factor analysis and cluster analysis is discussed, to be sure that the application of the model in the market segmentation is feasible. Then the authors select the mobile communications industry as empirical research object. In order to obtain the data of the new market consumers’ cognitives and attitudes of mobile communication companies and products, the five Likert attitude Scale is designed, university freshmen is investigate by sampling. And then, the survey data is analyzed by the application of factor analysis, and a number of variables observed are represented by a few public factors and the corresponding factor scores. On that basis, hierarchical cluster analysis is used to cluster the samples and segment the market, and the comparison of the compound model and the traditional methods of market segmentation is discussed. Finally, some suggestions are provided for the choice of target markets and the development of new markets of the mobile communications service providers.更多还原