基于SPSS联合分析和系统聚类的MC模式厨柜用户群细分  

Subdivision for User Groups under MC Mode Based on SPSS Conjoint and System Clustering

作　　者：郁舒兰[1] 吴智慧[1] 

机构地区：[1]南京林业大学,南京210037

出　　处：《包装工程》2011年第24期58-60,68,共4页Packaging Engineering

基　　金：国家863项目(2010AA101705);江苏高校优势学科建设工程资助项目;江苏省普通高校研究生科研创新计划(苏教研[2010]6号);2011年度江苏省高校哲学社会科学研究基金资助项目(2011SJB760008)

摘　　要：根据设计调研的分析,规范需求语义后提取出用户关注度高的9个属性,运用SPSS软件的正交实验生成模拟产品,采集到用户对各模拟产品的偏好后,运用联合分析法得到被测用户对各个属性的偏好程度,采用系统聚类得出具有相似需求的用户群。该方法实现了对厨柜用户群的细分,可为每个细分的具有相似需求的用户市场分别定制出不同功能、规格及式样的细分产品,以完成后续的厨柜产品族规划和配置。According to the analysis of the design survey,9 higher attributes were extracted with standardization of needed semantics.Simulation products were calculated by the orthogonal experiment with the software of SPSS.Then the utility of preferences was calculated with conjoint analysis after collecting the datum of each simulation products′ preferences from the subjects.The user groups with similar demands were divided by using system clustering.The method has realized the division of the kitchen cabinet user groups,which can order products with different functions,scales and forms for each specific market to finish the plan and equipment for the cabinet product family.

关 键 词：厨柜 联合分析 SPSS 大规模定制 用户群细分 

分 类 号：TB472[一般工业技术—工业设计]