旨在根据航空运输行业特点以及以顾客价值为导向的市场销售特征,摒弃传统细分变量以及细分方法的使用,从Kotler四维顾客总价值角度构建航空客运市场细分模型;继而形成施测问卷,获取样本数据;将因子分析与经典的K-Means相结合,最终获得四类差距明显的子市场.研究结果表明,依据构建的市场细分模型能够获得较为满意的市场细分结果,验证了模型的有效性,可作为航空客运主体细分市场的依据之一.%According to the industry features of the civil aviation and its customer-oriented marketing characteris-tics, this paper established an efficient model of market segmentation (MS) based on Kotler's four-dimensional to-tal customer value (TCV), casting away the traditional segmentation variables and methods. On the basis of the es-tablished model, a questionnaire was formed and the correspondent data were collected. Combining the factor anal-ysis and the classic K-Means algorithm, this paper finally obtained four segmented markets with significant differ-ences. Results demonstrated that according to the constructed model, a desirable segmentation result was ac-quired, which might verify the validity of the model and thus could be the reference for MS of the operational sub-jects in civil aviation.
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