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基于价值观细分的中国大学生电信业务消费方式研究

发表时间:2016-01-31  浏览量:1888  下载量:648
全部作者: 陈曲,张爱华
作者单位: 北京邮电大学经济管理学院
摘 要: 以价值观为细分依据,将自我意识和对新业务接受程度都较强的大学生作为研究对象,采用因子分析与聚类分析相结合的方法,基于价值观和生活方式将大学生细分为5个族群:现实约束型、随性享乐型、家庭阔达型、传统理智型、时尚自我型,并采用交叉分析和对应分析的方法,旨在探求大学生群体内部各个族群在通信业务上的消费需求和选择偏好。
关 键 词: 管理计量学;统计学;聚类分析;电信业务;细分市场
Title: Study on the telecommunications service consumption patterns of the Chinese university students based on value segmentation
Author: CHEN Qu, ZHANG Aihua
Organization: School of Economic and Management, Beijing University of Posts and Telecommunications
Abstract: Based on value segmentation, this paper chooses some university students with strong self-awareness and acceptance of a new service as research object. In the combination of factor analysis with cluster analysis, this task divides the students into the following 5 clusters based on their value of attitude and way of life: realty-constrained type, will-enjoying type, broad-minded family type, traditional rational type and self-centered fashion type. At the same time, using the approaches of cross and correspondence analyses, this paper explores the demand for consumption and the preference for selection of the clusters among the university students.
Key words: management metrology; statistics; cluster analysis; telecommunications service; market segmentation
发表期数: 2016年1月第2期
引用格式: 陈曲,张爱华. 基于价值观细分的中国大学生电信业务消费方式研究[J]. 中国科技论文在线精品论文,2016,9(2):180-186.
 
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