CAJ | 학술논문

本文根据描述变量对行为变量影响的本质原因和有关学者提出的模型,提炼出主要由客观需要、目标价值观、信号价值观和消费资源构成的关键描述变量,认为如果关键描述变量对人口统计因素等基本描述变量与行为变量之间的关系具有中介作用,就可对其进行直接测量和细分,以用于解释和预测行为变量,由此可解决营销者不知如何在复杂的描述变量中选择最有用的变量进行市场细分的困惑,降低市场分析和决策成本。为了验证关键描述变量是否具有中介作用、以及新的市场细分范式是否容易操作,本研究选择了私家车和笔记本电脑两种产品进行了实证研究。研究结果表明,关键描述变量具有中介作用,新的市场细分范式具有可操作性。
본문근거묘술변량대행위변량영향적본질원인화유관학자제출적모형,제련출주요유객관수요、목표개치관、신호개치관화소비자원구성적관건묘술변량,인위여과관건묘술변량대인구통계인소등기본묘술변량여행위변량지간적관계구유중개작용,취가대기진행직접측량화세분,이용우해석화예측행위변량,유차가해결영소자불지여하재복잡적묘술변량중선택최유용적변량진행시장세분적곤혹,강저시장분석화결책성본。위료험증관건묘술변량시부구유중개작용、이급신적시장세분범식시부용역조작,본연구선택료사가차화필기본전뇌량충산품진행료실증연구。연구결과표명,관건묘술변량구유중개작용,신적시장세분범식구유가조작성。
Market segmentation variables usually are divided into four groups：geographical,cultural,psychological and behavioral variables;behavioral variables belong to outcome variable, while others belong to descriptive variables,as well as the major explanatory variables that influence behavioral variables.The descriptive variables and outcome variables are respectively related to the strategies of where to do marketing and how to do marketing.Although most of the marketing decisions are about how to do marketing,it is usually more important to accurately segment and innovatively explore the behavioral variables;whereas only by correctly using descriptive variables,the behavioral variables can be better explained and predicted.However,the biggest problem in market segmentation activities now is how to select the most useful variables from numbers of complicated descriptive variables. Therefore,it is researchers’responsibility to build a new analyti- cal paradigm of market segmentation.Based on the intrinsic reasons of descriptive variables’influences on behavioral variables and the model put forward by involved scholars,this paper elicits some key descriptive variables which are mainly composed of objective needs,target values,signal values and consumer resources, brings forward a hypothesis that if the key descriptive variables display mediated effects between the basic demographic factors and behavioral variables,the marketers can directly measure and segment the key variables so that to explain and predict the behav- ioral variables;then it is able to solve marketers’problems about how to select the most useful variables for market segmentation from the complicated descriptive variables,and to reduce the costs of market analysis and decision-making.In order to prove whether the key descriptive variables have mediated effects,and whether it is easy to operate new paradigm of market segmentation,the paper conducts empirical researches on private car and notebook computer.The result shows that the key descriptive variables have mediated effects,and the new paradigm of market segmentation is operable;that is to say,we can measure and segment the key variables directly to explain and predict the purchase behavior for how to do marketing and to discover some demographic characteristics for where to do marketing.