基于因子分析和聚类分析的江苏女排球迷市场细分的实证研究

The Empirical Research on the Segmentation of the fans of the Provincial Team of Women's Volleyball of Jiangsu Based on the Actor Analysis and Analysis of the Cluster

采用因子分析和聚类分析技术对江苏女排球迷市场进行市场细分。按一定的标准对球迷进行市场细分可以使俱乐部对球迷的各个细分市场以及市场整体建立清晰全面的认识,进而差异化地满足球迷的需求,大大提高营销效率。参考各类市场细分维度结合江苏女排俱乐部的实际需求,基于因子分析和聚类分析技术,本文首先将9个观测变量通过因子分析简化为特许产品意向度、运动参与度、球队认同度这3个公因子,并据此3个维度通过聚类分析来针对江苏女排球迷群体进行市场细分,并最终把江苏女排球迷分为运动积极型、非运动肯定型、高认同度谨慎型、态度中立好奇型、低认同度怀疑型5个类别。经过细分之后的各个类别的球迷都表现出各自鲜明的特点,而球迷市场整体也涌现出一些不容忽视的特征。本研究针对球迷群体这些特点,分别提出了针对性的措施。

This paper uses factor analysis and clustering a- nalysis for the market segmentation of the market of the fans of the Provincial Team of Women＇ s Volleyball of Jiangsu. Market segmentation can help club to establish clear and comprehensive knowledge of fans market with certain standards, and then the club can meet the fans＇ diversified demand and greatly improve the efficiency of marketing activity. Consulting diffident kinds of dimension of market segmentation and considering the actual needs of the the Provincial Team of Women＇ s Volleyball of Jian- gsu, this paper simplifiy 9 variables to 3 common factors by factor analysis, such as the buying intention of the li- censed products, the degree of sports participation, the i- dentification of the team. And then this paper uses cluste- ring analysis to divide the fans into 5 categories on the ba- sis of the 3 dimensions , such as active type, non motor type, high degree of recognition type, neutral type, low degree of recognition type. After the segmentation, all types of the fans have shown their distinctive characteris- tics, and the fan market has also shown some characteris- tics as a whole. This research put forward some specific measures for all types of the fans.