Market segmentation: A multiple criteria approach combining preference analysis and segmentation decision
Market segmentation: A multiple criteria approach combining preference analysis and segmentation decision
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DOI：
10.1016/j.omega.2018.01.008
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发表时间：
2018-02
期刊：
影响因子：
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通讯作者：
Jiapeng Liu;Xiuwu Liao;Wei Huang;Xianzhao Liao
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文献类型：
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作者：
Jiapeng Liu;Xiuwu Liao;Wei Huang;Xianzhao Liao
我们提出了一个新的多标准决策辅助方法，市场细分，集成在一个统一的框架内的偏好分析和细分决策。该方法采用加性值函数作为偏好模型，并要求消费者提供某些产品的两两比较作为偏好信息。为了分析每个消费者的偏好，该方法应用分解范式和随机多准则可接受性分析，根据每个消费者提供的偏好信息导出一组价值函数。然后，每个消费者的偏好可以表示的产品和相关的支持度的可能的排名的分布，通过应用导出的值函数。在偏好分析的基础上，提出了一种新的度量不同消费者偏好之间相似性的指标，并提出了一种层次聚类算法来进行市场细分。为了帮助企业为来自不同细分市场的消费者提供有针对性的营销策略和合适的产品，该方法建议为每个消费者制定一个代表性的价值函数和产品的单义排名，以便将排名在列表前面的产品呈现给她/他。最后，一个市场细分问题的说明性例子详细说明了所提出的方法的应用。
We propose a new multiple criteria decision aiding approach for market segmentation that integrates preference analysis and segmentation decision within a unified framework. The approach employs an additive value function as the preference model and requires consumers to provide pairwise comparisons of some products as the preference information. To analyze each consumer’s preferences, the approach applies the disaggregation paradigm and the stochastic multicriteria acceptability analysis to derive a set of value functions according to the preference information provided by each consumer. Then, each consumer’s preferences can be represented by the distribution of possible rankings of products and associated support degrees by applying the derived value functions. On the basis of preference analysis, a new metric is proposed to measure the similarity between preferences of different consumers, and a hierarchical clustering algorithm is developed to perform market segmentation. To help firms serve consumers from different segments with targeted marketing policies and appropriate products, the approach proposes to work out a representative value function and the univocal ranking of products for each consumer so that products that rank in the front of the list can be presented to her/him. Finally, an illustrative example of a market segmentation problem details the application of the proposed approach.