基于因子分析与聚类分析复合模型的市场细分研究_以移动通信行业为例

2220094管理案例研究与评论JournalofManagementCaseStudiesVol.2No.2Apr.2009以移动通信行业为例刘满芝,周梅华,吕雪晴(中国矿业大学管理学院,江苏徐州221116):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,对刚入校的大一学生开展抽样调查,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KMeans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:因子分析;聚类分析;复合模型;市场细分:F270:A:16741692(2009)020136060Donner,[1],William,AIO(Activity,Interests,Opinion)[2],()RFM[3,4]Haley,[5](CLP),,[6],,,,,,[7]RBF[8],KMeans[9]:,,,:,;,,,:,;,,,:,,Clementine[10],,,,,,,,,1,,,,,,,,,,,:X=(X1,X2,,Xp)!,,Xi=ai1F1+ai2F2++aimFm+i(1):Xi(i=1,2,,p);Fj(j=1,2,,m);aijiXijFj,iXi,X=AF+E:F=(F1,F2,,Fm)!p,m∀p;A,,,F1,F2,,Fm,F1,F2,Fmpm,,,,,,,,,,,,,,,22.1测量量表的建立,,Likert,#∃,,1411372刘满芝等:基于因子分析与聚类分析复合模型的市场细分研究1Tab.1Consumerattitudesscaleofmobilecommunicationsindustry18293104115126137/142.2测量量表信度和效度检验,20079,,100,100,95,95%SPSS15.095,2,,Cronbach%sKMO20.660.763,,11,2Tab.2Thereliabilityandvalidityofanalysisofconsumerattitudesscaleofmobilecommunicationsindustry1KMO12KMO20.6370.76&;∋;(0.660.7633,20079(),400,367,297,80.9%KMO,KaiserKMO:KMO0.9,;0.8KMO0.9,;0.7KMO0.8,;0.6KMO0.7,;KMO0.5,[11]SPSS15.0KMO=0.735,11,(Cronbach%s)0.66,3,,:,#/∃#∃#∃#∃#∃24.263%,0.621~0.753,:,#∃#∃#∃#∃16.765%,0.501~0.764,,,:,#∃#∃138管理案例研究与评论211.564%,0.8120.711,,3Tab.3Factoranalysisoffreshmen%sattitudestoChinaUnicomKMOBarelett%sTestofSphericitySig.1:/0.7530.7450.7190.6730.6212.66924.263%2:0.7640.7110.6970.5011.84416.765%3:0.8120.7111.27211.564%52.592%0.680.7350.000ExtractionMethod:PrincipalComponentAnalysis.RotationMethod:VarimaxwithKaiserNormalization.a.Rotationconvergedin4iterations.4,,,KMeansK,,,SPSS15.0,,,K,44Tab.4InitialclustercentersCluster1234-.94267-2.548491.79894-2.531061.345412.87272-2.29548-2.740841.88722-2.245521.12746-2.38073,KMeans,;,,55Tab.5FinalclustercentersCluster1234.82365-.94154.66493-.72795.79086.77710-.83725-.72410.26841.21516.07119-.509021392刘满芝等:基于因子分析与聚类分析复合模型的市场细分研究,,,,66Tab.6NumberofcasesineachclusterCluster178.000272.000384.000463.000Valid297.000Missing70.000,,0.001,,297,,84,,,78,,,,63,,,1图1聚类分析的细分市场四象限图Fig.1Themarketsegmentsquadrantmapofclusteranalysis,,;,,,,;,,,,,;,,,5,11,11,,,Kmeans,297,,,,,;,,,?,,,,:[1]DonnerS.Whatcancustomersegmentationaccomplish?[J].BankersMagazine,1992,175(2):7281[2]WilliamW,DougT.Activities,interests,andopinion[J].JournalofAdvertisingResearch,1971,11(August):2735[3]HughesA.StrategicDatabaseMarketing:theMasterPlanforStartingandManagingaProfitable,CustomerBasedMarketingProgram[M].NewYork:McGrawHillProfessional,2000[4]ClaudioM.Apracticalyetmeaningfulapproachtocustomersegmentation[J].JournalofConsumer140管理案例研究与评论2Marketing,1995,15(April):494504[5]HaleyR.BenefitSegmentation:adecisionorientedresearchtool[J].JournalofMarketing,1968,32(July):3031[6]刘英姿,吴昊.客户细分方法研究综述[J].管理工程学报,2006(1):5357[7]许昌加,高阳.数据挖掘在电信客户细分中的应用研究[J].成组技术与生产现代化,2004,21(1):4346[8]严丽平.基于数据挖掘的电信客户细分模型的分析与设计[J].科技广场,2007(5):8990[9]赵喜仓,崔冬梅,窦志红.聚类分析在客户细分中的研究与应用[J].江苏商论,2007(8):155157[10]陈凤洁.电信客户细分方法及应用[J].科技和产业,2005,5(11):1012[11]余建英,何旭宏.数据统计分析与SPSS应用[M].北京:人民邮电出版社,2003EmpiricalStudyonMarketSegmentationBasedonCompoundModelofFactorAnalysisandClusterAnalysis:TaketheMobileCommunicationsIndustryasanExampleLIUManzhi,ZHOUMeihua,LXueqing(SchoolofManagement,ChinaUniversityofMiningandTechnology,Xuzhou221116,China)Abstract:Thispaperstudiesthemarketsegmentationandmarketdevelopmentbyapplyingthecompoundmodeloffactoranalysisandclusteranalysisfromanewperspective.First,theapplicationstudyofthecompoundmodeloffactoranalysisandclusteranalysisisdiscussed,tobesurethattheapplicationofthemodelinthemarketsegmentationisfeasible.Thentheauthorsselectthemobilecommunicationsindustryasanempiricalresearchobject.Inordertoobtainthedataofthenewmarketconsumers%cognitivesandattitudesofmobilecommunicationcompaniesandproducts,thefivepointLikertscaleisdesigned,universityfreshmenareinvestigatedbysampling.Then,thesurveydataisanalyzedbytheapplicationoffactoranalysis,andanumberofvariablesobservedarerepresentedbyafewpublicfactorsandthecorrespondingfactorscores.Onthatbasis,hierarchicalclusteranalysisisusedtoclusterthesamplesandsegmentthemarket,andthecomparisonofthecompoundmodelandthetraditionalmethodsofmarketsegmentationisdiscussed.Finally,somesuggestionsareprovidedforthechoiceoftargetmarketsandthedevelopmentofnewmarketsofthemobilecommunicationsserviceproviders.Keywords:factoranalysis;clusteranalysis;compoundmodel;marketsegmentation1412刘满芝等:基于因子分析与聚类分析复合模型的市场细分研究