Fuzzy Cluster Analysis Applied on Market Segmentation

• Main Authors: Hsueh, Tao Lung, 薛道隆
• Other Authors: Lu, Yuan Yuan
• Format: Others
• Language: zh-TW
• Published: 1994
• Online Access: http://ndltd.ncl.edu.tw/handle/13766980009918984482

碩士 === 國立中山大學 === 企業管理研究所 === 82 === The research focus on “fuzzy cluster analysis”that has been applied effectively in “pattern recognition”, to discuss and compare the“fuzzy cluster analysis”with the traditional cluster analysis ( nonoverlapping cluster analysis ) ,and also applied fuzzy cluster analysis to segment the collegians'' electr- onic dictionary consuming market in Kaohsiung as an empirical study . After reviewing relative lectures , comparing the difference between the fuzzy cluster analysis and the traditional cluster analysis on their theories , the research applied FCM algorithm fuzzy cluster analysis）and two stages cluster analysis（non- oveerlapping cluster analysis ） respectively to segment the col- legians'' electronic dictionary consuming market in Kaohsiung and compared their market segmenting results,acquiring the conclu- sions as below : 1. After comparing the market segmenting results , found that both results are similar to each other , and the cluster res- ult of fuzzy cluster analysis has certain cluster reliablity . 2. Consulting the cluster result of fuzzy cluster analysis , we can try to evaluate the market segments,and divide the market to several overlapping segments by the memberships. So the empirical study of the research has revealed that fuzzy cluster analysis not only can accomplish the work of non- overlapping clustering but also through the memberships provide some messages that traditional cluster analysis can not provide. Therefore the research serves an example of the feasibility of fuzzy cluster analysis applied on market segmentation.