聚类分析在品牌市场定位研究中的应用

利用统计技术对顾客感知质量和感知价格进行市场定位可以解决品牌市场定位中存在的一些问题。文章利用系统和迭代聚类分析对中国耐用消费品进行了市场定位实证研究,利用方差分析和交叉列表分析检验聚类的有效性并获得聚类的特性,利用多重对应分析进一步研究类别特征。结果显示,聚类具有有效性,中国耐用消费品品牌定位呈现十字型。最后文章提出一种市场定位研究的组合统计技术。

The Appliance of Cluster Analysis in Brands Market Positioning Research

Analyzing customer perceptive quality and price by statistical techniques could solve some issues in brands positioning research. The article takes experiential positioning analyses on Chinese durable goods by using Hierarchical and K-means cluster analysis. Analysis of variance and crosstabs analysis methods are used to validate and profile the clusters. Further, the paper profiles the clusters by multiple correspondence analysis method. The results show that clusters are significant and the positioning of brands of Chinese durable goods present cross shape. Finally, combined statistical techniques are introduced on market positioning research.