基于消费行为的市场细分模型构建与验证——以移动通信行业为例  

Model of Market Segmentation Based on Consumer Behavior:The Mobile Communication Industry Perspective

作　　者：齐丽云[1] 汪克夷[1] 陆英贤[1] 张芳芳[1] 

机构地区：[1]大连理工大学管理学院

出　　处：《管理学报》2009年第6期805-811,共7页Chinese Journal of Management

基　　金：高等学校博士学科点专项科研基金资助项目(20050141022)

摘　　要：针对客户偏好和客户需求开展市场营销活动是每一个移动运营商最为关注的问题。为此,分析了移动通信行业现行的以人口统计变量和ARPU值为划分维度的市场细分方法,并在此基础上提出了以消费行为作为划分维度的市场细分模型,该模型将客户按照"当前价值"、"发展性"和"忠诚度"3个维度进行细分,并从数据库中分别提取相应的变量对各个维度进行有效测量。同时采用了K-means聚类算法和相关的数据挖掘和统计方法对模型进行了验证,进一步确定了模型的实用价值。The article analyzes the existing methods of market segmentation in the mobile communication industry based on demography and ARPU value, and then presents a proposed model of market segmentation based on the consumer behaviors. The proposed model facilitates the identification of customers based on three dimensions, ＂customer current value＂, ＂customer expansibility＂ and ＂customer loyalty＂, which can be measured with the variables from the database. Furthermore, the article exploits the K-means clustering and data mining methods to verify the model and confirm the practical value of the model.

关 键 词：消费行为 市场细分 聚类算法 移动通信行业 

分 类 号：C93[经济管理—管理学]