Visualizing market segmentation using self-organizing maps and Fuzzy Delphi method - ADSL market of a telecommunication company

被引：50
作者：
Hanafizadeh, Payam [1 ]
Mirzazadeh, Meysam [1 ]
机构：
[1] Allameh Tabatabai Univ, Dept Ind Management, Tehran, Iran
来源：
EXPERT SYSTEMS WITH APPLICATIONS | 2011年 / 38卷 / 01期
关键词：
Market segmentation; Clustering; Visualization; Neural networks; Self-organizing map; K-MEANS ALGORITHM; NEURAL-NETWORKS; INTEGRATION; SYSTEM;
D O I：
10.1016/j.eswa.2010.06.045
中图分类号：
TP18 [人工智能理论];
学科分类号：
081104 ; 0812 ; 0835 ; 1405 ;
摘要：
A common problem for marketing strategists is how to appropriately segment the market and select segment-specific marketing strategies. This paper presents a novel approach which integrates Fuzzy Delphi method, self-organizing maps (SOM) and a visualization technique to cluster customers according to their various characteristic variables and visualize segments by producing colorful market maps. These market maps not only help the managers to see fully visualized clusters of market but also reveal mutual non-linear correlations between different customers' characteristic variables. In this research we studied ADSL service market of an Iranian Telecommunication Company. SUM algorithm and visualizing technique were implemented in MATLAB environment to produce market maps of data set. (C) 2010 Elsevier Ltd. All rights reserved.
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收藏
页码：198 / 205
页数：8
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