基于产品属性效用的市场细分方法与应用研究

Product Attribute Utility-Based Segmentation and Its Application

以产品属性效用为细分变量是建立在因果关系变量而非描述性变量基础上的一种细分方法。通过结合2004年海南马自达新上市轿车的市场细分案例,在运用组合分析法获得产品属性效用数据的基础上,采用动态聚类法,以产品属性效用为细分变量进行了1次细分, 并以产品属性水平效用进行了2次细分,获得了不同属性以及属性水平的偏好群体。最后,对各个偏好群体的属性特征进行了描述。

The segmentation by taking production attribute utility as segmentation variable is based on causal variable rather than descriptive one. According to a case of segmentation of 2004＇ new arrival sedans from Hainan Mazada Company, the data of product attribute utility segmentation were selected by combine annalistic method. Taking product attribute utility and product attribute level utility as first and second segmentation variables, the new market was segmented and firstly and secondly by using K-Means cluster method. Some clusters with different attribute preferences and different attribute＇s level preferences were obtained and the attribute characters of all the clusters described.