A Categorization Approach to Market Segmentation

Abstract

本文建議一新的市場區隔方法，以消費者的品牌選擇一類別資料，為區隔基礎。品牌選擇代表消費者對行銷組合的回應，因此，消費者對數種產品的品牌選擇組合應是具潛力的市場區隔方法。首先，將探討有關市場區隔之文獻，接著說明建議的方法及其可能的延伸。

An alternative market segmentation approach is proposed. The aggregation process is based on the consumers` brands choice among several product categories. Analysis will be focused on the similarity measures of category data. A review and critique of the commonly used segmentation bases is also presented. Finally, some extensions of the proposed model will be discussed.