论文部分内容阅读
在竞争激烈的移动支付市场中,对客户进行细分尤为重要。从客户的心理、态度等角度出发,首先采用MaxDiff调查方法测量受访者对移动支付产品的偏好,从而得到MaxDiff数据,再利用潜在类别分析对客户进行分类得到每个细分群体在各个对象上的偏好得分,最后从人口统计学和行为特征方面对细分群体进行验证分析。研究结果显示:客户被分成3个细分群体,分别是“安全和场景”类、“优惠和便捷”类以及“功能和速度”类,它们在移动支付的偏好上有显著差异。这样的细分结果可为移动支付服务商实施精准营销提供决策参考。
In the highly competitive mobile payment market, segmenting customers is especially important. From the customer’s psychology, attitude and other aspects of the point of view, first of all, using MaxDiff survey method to measure respondents’ preference for mobile payment products to get MaxDiff data, and then use the latent category analysis to classify customers to each sub-groups in each object The preference score, and finally from the demographic and behavioral characteristics of the sub-groups to verify the analysis. The results of the study show that customers are divided into three segments: Security and Scenes, Deals and Conveniences, and Features and Speeds, which have a preference for mobile payments Significant differences. Such a segmentation result can provide reference for mobile payment service providers to implement accurate marketing.