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政大機構典藏 > 商學院 > 企業管理學系 > 期刊論文 > Item 140.119/10297

Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/10297

Title:	A Categorization Approach to Market Segmentation
Authors:	樓永堅 Lou, Yung-Chien
Date:	1995-06
Issue Date:	2008-11-25 10:49:22 (UTC+8)
Abstract:	本文建議一新的市場區隔方法，以消費者的品牌選擇一類別資料，為區隔基礎。品牌選擇代表消費者對行銷組合的回應，因此，消費者對數種產品的品牌選擇組合應是具潛力的市場區隔方法。首先，將探討有關市場區隔之文獻，接著說明建議的方法及其可能的延伸。 An alternative market segmentation approach is proposed. The aggregation process is based on the consumers` brands choice among several product categories. Analysis will be focused on the similarity measures of category data. A review and critique of the commonly used segmentation bases is also presented. Finally, some extensions of the proposed model will be discussed.
Relation:	國立政治大學學報, 70, 329-342
Data Type:	article
Appears in Collections:	[企業管理學系] 期刊論文

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