本文選題：聚類分析 + 極小極大距離�。� 參考：《云南財(cái)經(jīng)大學(xué)》2013年碩士論文

【摘要】：隨著經(jīng)濟(jì)的迅速發(fā)展，市場競爭的日益激烈，品類構(gòu)建已經(jīng)成為企業(yè)提高市場占有率的核心競爭力。通過將消費(fèi)者進(jìn)行細(xì)分以及對產(chǎn)品進(jìn)行品類構(gòu)建，就可以從其他市場中獲得更多新的消費(fèi)者，企業(yè)也會因此得到更多的利潤和逐漸擴(kuò)大的市場。因此，品類構(gòu)建已被很多企業(yè)所重視，并將其作為提高自身品牌戰(zhàn)略的一種方法，都將希望寄與激烈的市場競爭中，以力圖爭取到先機(jī)。卷煙行業(yè)也不例外，從大家眾所熟悉的清香品類紅塔山，到被美譽(yù)為高香典范的雙喜，以及黃鶴樓品牌淡雅香品類的高調(diào)啟動，卷煙行業(yè)內(nèi)品類構(gòu)建的發(fā)展工作方興未艾，精彩紛呈，在業(yè)界及消費(fèi)者之間引起了強(qiáng)烈的反響。 作為一種快消品，中式卷煙產(chǎn)品的功能并不具有多樣性，產(chǎn)品的同質(zhì)化及趨同現(xiàn)象非常明顯。在市場競爭日趨激烈的情況下，為獲得消費(fèi)者的高忠誠度與信賴，卷煙企業(yè)必須開拓新的出路，而品類構(gòu)建便是對卷煙產(chǎn)品制造創(chuàng)新的有效方法之一。在此基礎(chǔ)上，本文以中式卷煙54個類別的代表產(chǎn)品為研究的主體對象，從品類構(gòu)建的角度入手，研究工作歸納如下： 1、首先介紹了中式卷煙的發(fā)展歷程，，詳細(xì)論述中式卷煙的品類構(gòu)建概念，從被提出到被應(yīng)用，重點(diǎn)討論品類構(gòu)建對中式卷煙發(fā)展的重要意義。 2、對構(gòu)建中式卷煙風(fēng)格特征品類構(gòu)建的重要性進(jìn)行了論述，基于此，將聚類分析應(yīng)用到中式卷煙風(fēng)格特征的研究中。詳述了聚類分析的概念、特點(diǎn)等，本文重點(diǎn)討論了一種新的聚類方法——基于極小極大距離的層次聚類分析。介紹了極小極大距離的概念和性質(zhì)，該方法的基本思想以及理論特性，并與其他聚類方法做比較，發(fā)現(xiàn)了該方法具有其他方法所不具有的某些優(yōu)勢。 3、進(jìn)行實(shí)證分析，研究這種新的聚類方法在中式卷煙風(fēng)格特征方面的應(yīng)用。論述了基本的方法和步驟，并對聚類結(jié)果進(jìn)行分析，提出建議。希望本論文研究結(jié)論對卷煙品類構(gòu)建以及創(chuàng)新方面具有一定的參考價(jià)值。
[Abstract]:With the rapid development of economy and the increasingly fierce market competition, category construction has become the core competitiveness of enterprises to improve their market share. By subdividing consumers and constructing product categories, more new consumers can be obtained from other markets, and enterprises will gain more profits and gradually expand the market. Therefore, category construction has been attached importance to by many enterprises, and as a way to improve their own brand strategy, they will hope to rely on the fierce market competition, in order to strive for the first opportunity. The cigarette industry is no exception. From Hongta Mountain, which everyone is familiar with, to Shuangxi, which is regarded as a model of high fragrance by the United States, and the high profile launch of the brand of the Yellow Crane Tower brand, the development of category construction in the cigarette industry is in the ascendant. Brilliant, in the industry and consumers caused a strong response. As a fast product, the function of Chinese cigarette products is not diverse, the homogeneity and convergence of products is very obvious. In order to obtain the high loyalty and trust of the consumers, cigarette enterprises must open up a new way out, and category construction is one of the effective methods for the innovation of cigarette manufacturing. On this basis, this paper takes 54 representative products of Chinese cigarettes as the main research object, starting from the perspective of category construction, the research work is summarized as follows: 1. Firstly, the development course of Chinese cigarettes is introduced, the concept of category construction of Chinese cigarettes is discussed in detail, from being put forward to being applied, the importance of category construction to the development of Chinese cigarettes is discussed emphatically. 2. The importance of constructing Chinese cigarette style feature category is discussed. Based on this, cluster analysis is applied to the study of Chinese cigarette style feature. In this paper, the concept and characteristics of clustering analysis are described in detail. In this paper, a new clustering method-hierarchical clustering analysis based on minimal maximum distance is discussed. This paper introduces the concept and properties of minimal maximum distance, the basic idea and theoretical characteristics of this method, and compares it with other clustering methods. It is found that this method has some advantages that other methods do not have. 3. Empirical analysis is carried out to study the application of this new clustering method in the style characteristics of Chinese cigarettes. The basic methods and steps are discussed, and the clustering results are analyzed and some suggestions are put forward. It is hoped that the conclusion of this paper has some reference value for cigarette category construction and innovation.
【學(xué)位授予單位】：云南財(cái)經(jīng)大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：F224;F426.89

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