Integrating Multiple Correspondence Analysis with Multidimensional Scaling to Achieve Market Segmentation for Internet of Things-An Example of Smart Home
|關鍵字:||對應分析;多重對應分析;多元尺度;市場區隔;correspondence analysis;multiple correspondence analysis;multidimensional scaling;market segmentation|
Global smart home service is booming and rapidly penetrating our life. It is estimated by the US market that nearly 40% family will enjoy smart home systems and services by 2019, and the global smart home penetration rate will even over 12%; however, no one in this industry is taking the lead. The industry is still exploring different products / services that can quickly penetrate into families; therefore, I believe that it is essential to discuss the development of smart home product in Taiwan and the connection of customer demanding. This study first discusses the understanding of the functional attributes of the smart family application product and the product function in customers by using corresponding analysis and multiple correspondence analysis. Then, through multidimensional scaling method, consumers’ preference for function attribution of products is analyzed. Comparing those attributions, we notice that the safety monitoring application product should equip with functions such as accessing control security, fingerprint lock, real-time screen surveillance, anti-theft notification, detection of harmful gases, family return home; health care applications should equip with functions such as collecting physiological information, medication reminders and consultants, detecting sleeping condition and medical care services and recommendations …etc.; smart energy-saving applications should equip with auto-switch of light detection, auto-switch of curtains when sensing external light, remote control of home appliances, mood setting lighting according to different circumstances; convenient life applications should equip with auto-switch of light detection, auto-switch of curtains when sensing external light, remote control of home appliances mood setting lighting according to different circumstances and other functions that family can interact through monitoring equipment. It is also found that the target market for safety surveillance applications is aim at married or people aged 40 to 49. The target market for health care applications is customers in IT industry (including retirement or housekeeping) or people who live with elders, mates or children; smart energy-saving products target market is unmarried consumers or people aged 30 to 39; and convenient Life application products market targets to people who is unmarried, living alone, or annual income is below 500,000.
|Appears in Collections:||Thesis|