印尼背景下的移动互联网用户细分:对移动互联网产品开发管理的洞察

IF 0.4 Q4 MANAGEMENT South East Asian Journal of Management Pub Date : 2016-04-01 DOI:10.21002/SEAM.V10I1.7707
Sri Daryanti, Kristina Uli Simanjuntak
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引用次数: 5

摘要

本研究试图根据人口统计特征和技术使用行为属性来确定移动互联网的细分市场。市场细分分析是确定产品或服务的目标市场最重要的因素之一。细分分析对于产品开发管理的成功也是非常关键的,它可以确保产品通过正确的营销策略有效地到达潜在客户或目标市场,从而确保最高的盈利能力。在这个细分研究项目中,通过对232名受访者进行非概率抽样的纸质调查来收集数据。基于聚类分析,印尼的移动互联网细分市场可以分为四个群体:精明用户(35.8%)、忠诚用户(27.6%)、价值用户(27.6%)和传统用户(9.9%)。研究发现,明显区分移动互联网细分市场的因素是:浏览网页时的移动数据使用情况、包括社交媒体活动、游戏活动在内的通信活动以及价格敏感性。
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Segmentation of Mobile Internet Users in The Indonesian Context: Insight for Mobile Internet Product Development Management
This study strives to identify the market segment for mobile Internet based ondemographic characteristics and technology USAge behavior attributes. Marketnsegment analysis is one of the most nimportant nfactors for target market identification ofnproducts or services. Segmentation analysis is also very crucial to the success of productdevelopment management to ensure that products reach their potential customers ortheir target market effectively with the right marketing strategies, thereby ensuringpeak profitability. In this segmentation research project, data were collected througha paper-based survey using nonprobability sampling among 232 respondents. nBasedon cluster analysis, the mobile Internet segment in Indonesia can be divided into fourgroups: savvy users (35.8%), loyal users (27.6%), value users (27.6%) and traditionalusers (9.9%). The study found that factors which clearly differentiate mobile Internetsegments are: mobile data USAge during web browsing, communication activityincluding social media activity, game activity, and price sensitivity.
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发文量
15
审稿时长
20 weeks
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