Application Of Multivariate Statistical Methods In The Market Segmentation

Market segmentation is the key to formulate marketing strategy，now in China，there are lessmarket segmentation theories and methods that related to multi-dimensional indicators inmarket research, thus, it has important practical value to carry out the research which is"Application of Multivariate Statistical Methods in the Market Segmentation".In this paper, first of all, we choose survey indicators and analysis indicators according to themarket segmentation theory, but actually there are many indicators and they relate to eachother, so market segmentation could not be described clearly. Thus we use NonlinearCanonical Correlation Analysis to find a set of mutually independent and the largestcontribution to the information index, in order to make implementation model dimensionreduced, guarantee good index to dividing the overall market synergies. With new index ofsample clustering, then by comparing the effect of different clustering method, in order toobtain better segmentation effect. By the research on market segmentation of Dongguanconsumer, we divide the market into five classes. Finally, the classification results aredescriptive statistics analysis, reveal the characteristics, in addition, with MDS technical wecan know the market segmentation results and marketing strategy by plane graph. This thesisconclusion of project was entrusted by enterprises recognition.