بخش بندی چند معیاره بازار برای مشتریان عمده یک شرکت فولاد سازی در ایران با استفاده ازعناصر ارزش پیشنهادی

نویسندگان

1 دانشجوی دکتری دانشگاه اصفهان

2 استاد دانشکده علوم اداری و اقتصاد-دانشگاه اصفهان

چکیده

استراتژی بازار انبوه، معمولا دریک بازار رقابتی شانس کمتری برای موفقیت دارد. با بخشبندی یک بازار ناهمگن به تعدادی بازار کوچکترو همگن می توان انتظار داشت که منابع به روشی کاراتر استفاده شود. هدف این مطالعه مدلسازی ریاضی بخشبندی بازار یک شرکت فولاد سازی در ایران با استفاده از عناصر ارزش پیشنهادی شرکت است.داده های مورد استفاده، عناصر ارزش پیشنهادی شرکت است که شامل ارائه محصولات با کیفیت مطلوب، تحویل به موقع، ارائه اطلاعات فنی و تجاری، توسعه سبد محصولات، ارائه محصولات با قیمت و شرایط پرداخت رقابتی و تامین پایدار نیاز مشتری می باشد.مدل مذکور جهت تحلیل داده های 129 مشتری عمده شرکت به کار گرفته شده است. این مدل با نرم افزار GAMS حل گردیده و تعداد بخش بهینه برابر 9 به دست آمده است. در این پژوهش، علاوه بر مقایسه نتایج حاصله با روشهایی مثل کی مینز و شبکه ها ی عصبی، بدلیل چند معیاره بودن ماهیت بخشبندی صورت گرفته، تحلیل ممیزی داده ها، یعد از بخشبندی انجام شده است و درصد موفقیت قاعده رده بندی برابر با 95/3 % بدست آمده است و همچنین معیار شباهت برای تعلق هر مشتری جدید احتمالی محاسبه گردیده است.

کلیدواژه‌ها

موضوعات


عنوان مقاله [English]

Multi-attribute market segmentation for the major customers of an Iranian steel-making company using value proposition elements

نویسنده [English]

  • Zahra Yavari 1
چکیده [English]

The Mass market strategy does not have a big chance for success in a competitive market. Therefore, by segmenting a heterogeneous market into some smaller and homogenous markets in which customers have similar characteristics, it is expected that the resources can be more efficiently utilized for meeting the needs of customers. The purpose of this study  was mathematical modelling of market segmentation of an Iranian steel-making company using value proposition elements of the company for the customers. The model that mentioned above was used for the analysis of data related to six value proposition elements from 129 major customers of the company. This model was solved using the GAMS software and the number of optimized segments was 9. In this study, the results obtained were compared with those achieved by the conventional segmentation methods such as K-means and self-organized neural networks and two-step clustering. Further, for the validation of the mathematical model used, due to the multi-attribute nature of the segmentation done, discriminant analysis of research data was done after segmentation and the success percentage of the ranking rule was found to be 95.3 %.  Also, the similarity criterion was computed for each potential new customer to show which group the new customer belonged.

کلیدواژه‌ها [English]

  • Market Segmentation
  • Industrial Market
  • Segmentation Bases
  • Value Proposition
  • Discriminant Analysis
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