| 雷晶,李霞.基于因子分析和聚类分析的市场细分研究
——以江苏某电子商务品牌女装为例[J].南京邮电大学学报(社会科学版）,2014,(04):33~38 |
| 基于因子分析和聚类分析的市场细分研究
——以江苏某电子商务品牌女装为例 |
| Market segmentation research based on factor analysis and K means clustering analysis：A case study on a famous e commerce brand dress of Jiangsu |
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| DOI： |
| 中文关键词: 顾客感知价值 因子分析 聚类分析 市场细分 电子商务 |
| 英文关键词:customer perceived value factor analysis K means clustering analysis market segmentation e commerce |
| 基金项目:江苏省教育厅高校哲学社会科学指导项目(2014SJD096)；南京邮电大学人文社会科学研究项目(NYS213017)；南京邮电大学人才引进项目(NYS211025) |
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| 中文摘要: |
| 通过对有过江苏某知名电子商务品牌女装购买经历的500名消费者（学生族和上班族）的市场调查，以顾客感知价值理论为基础，结合女装产品的特性，在不事先划分维度的前提下，运用因子分析得出了该知名电子商务品牌女装的7个顾客感知价值驱动要素的维度（价格、外观、品质、体验、口碑、归属、服务），结合K 均值聚类分析对该品牌的消费市场进行了市场细分，分别为品位追求型市场、品质导向型市场和时尚潮流型市场，最后为3个细分市场分别量身订制了关注消费习惯、引导持续消费、提升购物体验、增强品牌归属感，以及创立高端品牌、线上线下融合延伸的营销建议。 |
| 英文摘要: |
| We surveyed 500 consumers (office workers, students) who had shopping experience of a famous e commerce brand dress of Jiangsu. Based on the theory of customer perceived value, and considering the characteristics of women’s clothing products, we found out 7 dimensions (price, appearance, quality, experience, WOM, affiliation, service) of customer perceived value driving factors by factor analysis without prior dimension division. Combined with the K means clustering analysis, three target markets are identified: fashion oriented market, quality oriented market, taste oriented market. Finally we tailored marketing suggestions for the above three markets respectively that are paying attention to consumer habits and guiding the continuous consumption, enhancing the shopping experiences and brand sense of belonging, creating high end brand and extending online offline integration. |
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