市场细分数据分析和阐释

点击这里编辑母版标题格式,Click to edit Master text styles,点击这里编辑母版内容格式,Second level,第二层,Third level,第三层,Fourth level,第四层,Fifth level,第五层,*,*,单击此处编辑母版标题样式,单击此处编辑母版文本样式,二级,三级,四级,五级,2019年12月11日星期三4时19分28秒,#,市场细,分,分数,据,据分析,和,和阐释,(,案例为,虚,虚构）,什么是,市,市场细,分,分?,在某个,品,品类或,特,特定市,场,场内确,定,定相对独,立,立的单,位,位的过程,（,（如可,以,以将消,费,费者、,品,品牌或,组,组织进,行,行细分,）,）,市场细,分,分的目,的,的：分而治,之,之,这意味,着,着，每,个,个细分,里,里的成,员,员之间,要,要尽量相,似,似（如有,相,相似的,需,需求或,动,动机）,，,，而不,同,同细分,之,之间的,差,差异要尽量增,大,大。,2,市场细,分,分的好,处,处,通过深,入,入细致,的,的了解,一,一个品,类,类或市,场,场，建,立,立自己,品,品牌的竞争优,势,势，争取利润最,大,大化。,通过了,解,解市场,需,需求的,结,结构，,可,可以制,定,定出具体而,有,有针对,性,性的商业,计,计划。,有针对,性,性的产,品,品开发,有效的,品,品牌和,组,组合管,理,理,定制化,的,的营销,计,计划,有把握,的,的订价,目的明,确,确的渠,道,道策略,获取和,保,保留顾,客,客的策,略,略,3,客户可,执,执行,回应性,好,好,能够接,触,触影响,到,到,稳定，,可,可重复,规模足,够,够大,成功的,市,市场细,分,分有哪,些,些标准,区分度,高,高,4,市场细,分,分的不,同,同方法,忠诚度,细,细分,态度细,分,分,购买因,素,素,直接需,求,求,行为,/,身份细,分,分,需求细,分,分,潜类需,求,求,性别、,年,年龄、,地,地域,购买行,为,为、渠,道,道选择,及,及购买,量,量等,和品类,相,相关的,价,价值观,或,或个人,看,看法,态度决,定,定行为,根据对,于,于品牌,的,的忠诚,程,程度细,分,分,用于开,发,发和保,留,留客户,对品类,的,的外在,重,重要需,求,求,联合分,析,析，间,接,接得出,重,重要需,求,求,通过品,牌,牌偏好,和,和属性,得,得分间,接,接得出,5,研究结,果,果模拟,Attitudinal/needsstatements,Factoranalysis,Factor1,Factor2,Factor3,Factor4,Factor5,Cluster analysis,Cluster 1,（%）,Cluster,2,（%）,Cluster,3,（%）,ProcedureI,ProcedureII,ProcedureIII,市场细,分,分步骤,Factor,Cluster,类别判,定,定：回,归,归分析,、,、判别,分,分析、,CHAID,等,6,什么是,聚,聚类分,析,析？,聚类分,析,析（,Cluster Analysis）,是根据,事,事物（,如,如消费,者,者、产,品,品、品,牌,牌、品,牌,牌属性,）,之间的,相,相似性,（,（,Similarity）,或同质,性,性（,Homogeneity）,将它们,归,归类分,组,组的方,法,法,聚类分,析,析的结,果,果寻求,的,的是组,内,内差异,（,（,Within-groupVariation）,最小，,组,组间差,异,异（,Between-group Variation）,最大,聚类分,析,析也是,市,市场研,究,究中最,经,经常使,用,用的多,元,元统计,分,分析方,法,法之一,，,，它在,有,有关市,场,场细分,研,研究中,几,几乎是,必,必不可,少,少的分,析,析工具,7,市场细,分,分,聚,聚类,分,分析,在2个,维,维度上,的,的3个,群,群类.,在每个,群,群类中,各,各点之,间,间的距,离,离最小,，,，而每,个,个群类,之,之间的,距,距离最,大,大。,每一个点代表一个被访者在某个特定维度上的评分（如功能性利益点、情感性利益点、消费价值观，等）,8,案例,1,中国家电市,场,场细分,项目执行步,骤,骤,Step1:Qualitativeresearch,Mainpurpose:To,provide the languageanditemsthatend-usersuseto describe their needs(includingfunctionalbenefitsand emotional rewards),Methodology:FGD,IDI,Step2:Item Reduction,Mainpurpose:T,o reduce the numberof items generated from qualitativeresearch.Thefinalitems should be with discrimination inbetween,Methodology:Internal staff survey(n=60)andsurvey onconsumers(n=150),Step3:Pilot test,Mainpurpose:,To provideinput tothe questionnairesstructure,flowandlength,To pinpoint anyproblemsthathavenot been visible,To analyzethedatato determine whetherit is providing what wewant,Step4:Quantitativeresearch,Mainpurpose:,To gain marketunderstanding,identify the most meaningful and most actionable needs-basedmarket segmentation,To gain the profileof each segments,Methodology:RandomSampling,F2F interview(N=3280),10,语句生成和,筛,筛选,定性研究产,生,生：,216,个价值和需,求,求语句,206,个冰箱类别,需,需求语句,164,个洗衣机类,别,别需求语句,173,个厨具类别,需,需求语句,留下：,53,个价值和公,用,用需求语句,25,个冰箱类别,需,需求语句,28,个洗衣机类,别,别需求语句,31,个厨具类别,需,需求语句,语句筛选,11,语句筛选(ItemReduction),的,的统计学步,骤,骤,第一步：,首先，将那,些,些对所有语,句,句都打同样,分,分数（如：1，3，6,或,或10）的,被,被访者过滤,掉,掉。,如果被访者,倾,倾向于总打,同,同一个分数,或,或者总打极,端,端值（如：1或10）,，,，则可以过,滤,滤掉,可以基于答,案,案的标准差,和,和极差过滤,被,被访者。此,时,时没有特定,的,的过滤标准,，,，但是根据,经,经验，当极,差,差小于3，,或,或标准差小,于,于1-1.5时，可以,过,过滤掉此被,访,访者。,第二步：,分别计算被,访,访者对每条,语,语句打分的,均,均值、标准,差,差、偏度和,峰,峰度，然后,据,据此删除语,句,句。,第三步：,对语句做因,子,子分析或聚,类,类分析。对,于,于存在的过,多,多的意思完,全,全相同的语,句,句，需要进,行,行删减。对,于,于不包括在,任,任何一个类,别,别或维度中,的,的句子，可,参,参考定性的,结,结果，决定,是,是否删除。,第四步：,那些独立语,句,句（即：不,能,能进入任何,维,维度的语句,）,）也不一定,必,必须全部删,除,除。事实上,，,，某些这种,语,语句解释了,因,因子或维度,不,不能解释的,内,内容，因此,必,必要的话应,该,该保留。,12,因子分析结,果,果,13,细分结果,14,各细分的市,场,场份额,BaseN=3208,放松解脱,他人认可,关注健康,只求最好,简单实用,新潮设计,15,各细分的描,述,述,Release,放松解脱,Demographics:,Morelikely inBeijing&Wuhan,Aged22-40,College/Universitygraduated,Highfamily income(RMB 2870),Larger household,Consumer Values:,Features are more important than design,To live anunstrained life,I think nothingis more important than time,Key Needs:,Freeme from household chores,Release mefromcleaningfrequently,Helpme get ridof the tiredness,Makeme feel the productserves me,Low noise,17,Release,放松解脱,Mrs.Chen,aged28,livesin Beijing.She andherhusband are living with her parents,.,She graduated from college,and nowis working ina company.,Evenwithhigher income,she feelsstress from everydaywork,soshe takeseveryopportunity tofreeherself from working pressures.,Because she isbusy,shedoesn,t have much time towatch TV,buttakessometimeto read newspapersand magazines.She is interested inarticlesaboutentertainment,computers,science,technology andalsoa littleaboutenvironmentalissues.,For home appliances,shecurrentlyhas an automatic washingmachine and shelikes theproductswithgoodfunctionalperformance tofreeherself from boringchores.,She also wantsto purchase cookingappliancesof the same brand a set ofstoveandhood.,功能全，就,不,不会让我再,操,操心！,Morefeatures will make me feel easy,18,Lifeof Recognition,他人认可,Demographics:,Housewife,Aged41-50,Low familyandpersonal income,Employee,3 membersin family,Consumer Values:,I care about otherspraise,I like toshowmy success,I like tobe different from others,I need modern/fashionable products,The triflein life is also a kind of joy,Key Needs:,Makeme feel honourable,Makeme admiredby oth