大学生图书市场细分实证研究

Empirical Research on Market Segmentation by Factor Analysis about the University Students

市场细分是市场营销理论重要的组成部分,企业对目标市场的选择也应建立在市场细分的基础上。本文引出利益细分的方法,结合多元统计方法中的因子分析,对大学生在购书时所追求的利益进行实证分析,为细分市场的理论和实际操作提供了新的思路。

In today's hyper-competitive market environments market, segmentation theory has been accepted by more and more organizations and marketing researchers. This article starts by discussing market segmentation variables for consumer markets and then focus on benefit segmentation studies, use the book store market on the benefit sought as benefit segmentation examples. Factor analysis showed that there were four target markets on the book-store segment markets about the university students.