统计学方法在市场营销中的应用

The Application of Statistic Methods in Marketing

市场营销需要广泛收集市场信息进行市场策划,统计学方法是处理数据信息的科学方法,应用统计学方法处理市场营销相关信息,会增加市场策划的科学性。本文介绍了运用结构方程模型测量顾客满意度、顾客忠诚度的方法,探讨了如何运用聚类分析与因子分析方法进行市场细分,寻找目标客户,以及如何使用主成分方法,根据竞争对手产品价格去寻求自己相关产品的市场定价等市场营销的几个关键领域的统计学方法的应用。

One successful marketing activity needs sound marketing plan which is based on extensive collection of market information. Statistic methods are scientific technologies, but how to use those methods to analyzing marketing information? This paper explains the details from three aspects, including how to use structural equation to measure customer satisfaction and loyalty index, how to use cluster and component model to identify target customer circles, and how to use main factor method to make product pricing according to competitor' pricing.