基于因子聚类分析的白酒品牌定位研究

Baijiu brand positioning based on factor and cluster analysis

品牌定位是寻找竞争优势和市场立足点的有效战略,随着多元统计技术的发展和普及,白酒品牌定位的科学化势在必行。以中国市场上11个白酒品牌的口味属性为例,探讨因子聚类分析方法在品牌定位中的运用。研究表明,可以用少数属性公因子代替原来的多个指标,只损失极少的信息。该文基于各品牌的因子得分进行聚类分析,将品牌分为不同的组,发现各品牌的组间差异和组内差异,为白酒品牌定位提供参考。最后探讨了因子聚类分析法在品牌定位研究中的适用性和局限性。

Brand positioning is an effective strategy to find competitive advantages and market foothold.With the development and popularization of multiple statistical techniques,it is imperative to make Baijiu(Chinese liquor)brand positioning scientific.Using the taste attributes of 11 Baijiu brands in Chinese market as an example,the application of factor and cluster analysis method in brand positioning was discussed.The results showed that a few attribute common factors can be used to replace the original multiple indexes,and only a little information was lost.Based on the factor scores of each brand,a subsequent cluster analysis could divide the brands into different groups,and the differences between groups and within groups could be found to provide a reference for brand positioning.Finally,the applicability and limitation of factor and cluster analysis in brand positioning research were discussed.