CAJ | 학술논문

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.
지재근거항공운수행업특점이급이고객개치위도향적시장소수특정,병기전통세분변량이급세분방법적사용,종Kotler사유고객총개치각도구건항공객운시장세분모형;계이형성시측문권,획취양본수거;장인자분석여경전적K-Means상결합,최종획득사류차거명현적자시장.연구결과표명,의거구건적시장세분모형능구획득교위만의적시장세분결과,험증료모형적유효성,가작위항공객운주체세분시장적의거지일.
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.