市场细分是指根据消费者需求或其本身的某些特性把整个异质市场划分为若干同质市场的过程。而目前广州餐饮业呈现多业态的特点,快餐送餐、餐饮食品等多种业态根据自身的市场定位快速增长。快餐业发展飞速,行业发展日趋多元化,多层次,传统的中式餐型依旧占主流地位。因此,本文通过市场细分方法之一的聚类分析法对广州的消费者经行了细分,对如何获取快餐消费者以及市场份额具有一定的参考作用。 Market segmentation refers to the process of dividing an entire heterogeneous market into several homogeneous markets based on the needs of consumers or some of their own characteristics. At present, the catering industry in Guangzhou presents the characteristics of multi-format, fast food delivery, catering food and other formats according to their own market positioning rapid growth. Rapid development of the fast food industry, the industry is increasingly diversified, multi-level, the traditional Chinese-style meal is still the dominant position. Therefore, this article classifies the consumers in Guangzhou through the cluster analysis method, which is one of the market segmentation methods, which has certain reference function for obtaining fast food consumers and market share.