移动图书馆用户市场细分实证研究  

An Empirical Study on User Market Segmentation for Mobile Library

作　　者：陈添源[1] 

机构地区：[1]闽南师范大学图书馆,漳州363000

出　　处：《图书情报工作》2016年第1期37-44,共8页Library and Information Service

摘　　要：[目的 /意义]根据用户的使用行为差异开展市场细分,选择和识别目标用户群,可以为高校移动图书馆把握用户市场结构与开展差异化服务提供精细化的决策支持。[方法/过程]借鉴营销领域的STP理论,采用VALS2市场细分的范式思想进行高校移动图书馆的市场细分实证,采用因子分析从价值观量表的22个心理行为描述变量中提取6个公因子为聚类维度,运用K-Means聚类方法进行市场细分,通过判别分析法确立适宜的市场细分结果。[结果 /结论]获取成熟型用户群、体验型用户群、传统数字型用户群和碎片阅读型用户群等4个子市场,详细阐述每个子市场如何制定差异化的服务营销策略。[Purpose/significance] It plays a very important role to make a market segmentation as well as choose and identify the target user group according to users＇ behavioral differences, which can help mobile libraries in colleges and universities to carry out the fine marketing and service. [Method/process] With the STP theory in the field of market- ing, the paper makes an empirical analysis for the market segmentation of mobile libraries in colleges and universities by the idea of VALS2 market segmentation model. Factor analysis is used to extract 6 common factors from 22 psychological behavior description variables in Work Value Inventory for clustering dimensions, the K - Means clustering method is used in market segmentation, and the discriminant analysis method is used to establish appropriate market segmentation results. [Result/conclusion] It finds four subsidiary markets of mature users, experiencing users, traditional digital readers and debris readers, and makes the differentiation service marketing strategy to each submarket

关 键 词：移动图书馆 市场细分 精细化服务 差异化营销 

分 类 号：G250.76[文化科学—图书馆学] G252