基于聚类分析的高速铁路客运市场细分

Market Segmentation of High-speed Railway Transportation Based on Cluster Analysis

随着高速铁路的建设发展,客运市场竞争加剧,了解市场需求,进行差异化的产品设计成为必然趋势。本文分析了影响铁路旅客需求的主要因素,以京沪高铁为例通过市场调查获得旅客需求数据,采用因子分析对数据进行降维处理,使用K-means快速聚类方法进行聚类分析,得到市场细分结果。将京沪高速铁路客运市场分为高端商务旅客、中端商务旅客、年轻经济型旅客、年长舒适型旅客四个子市场,并给出针对各细分市场的产品设计建议。

With the development of the high-speed railway,the competition of transportation market is increasing,to understand market demand and to design the product differently is inevitable. This paper analyzes the main factors that affect the demand of railway passengers,takes Beijing-shanghai high- speed railway as an example,gains the demand data of the passengers through the market survey,applies factor analysis of data for dimensionality reduction and uses the K-means quick clustering method to carry out cluster analysis,gets the result of market segmentation. The Beijing- shanghai high speed railway transportation market is divided into four markets such as high-end business passengers,medium business passengers,young economic passengers,older comfortable passengers,and provides the suggestions for the product design of market segmentation.