混合回归模型在百货商店市场细分中的应用  

Application of Mixture Regression Model in Market Segmentation of Department Stores

作　　者：谢赞[1] 王高[1] 李飞[1] 

机构地区：[1]清华大学经济管理学院,北京100084

出　　处：《数理统计与管理》2009年第2期225-231,共7页Journal of Applied Statistics and Management

基　　金：国家自然科学基金资助项目(批准号:70532004;70632003)

摘　　要：基于国内20家大型百货商店消费者满意调查数据,本文采用混合回归模型,对百货商店的消费者进行市场细分研究,发现百货商店的消费者可以分为6个差异化的细分市场.同时对每个细分市场的需求特征及市场规模进行了描述,并探讨了消费者人口统计变量与所属细分市场的关系.Based on the consumer satisfaction survey data of 20 large-scale department stores in China, this article applies the mixture regression model to study market segmentation of department stores, which finds that there exist 6 different consumer segments. Meanwhile, this article further describes the demand characteristics and the size of each market segment, and also explores the relationship between demographic variables and the market segments.

关 键 词：混合回归模型 百货商店 市场细分 

分 类 号：O212[理学—概率论与数理统计]