考虑消费者偏好的绿色产品歧视定价决策研究

考虑到消费者对绿色产品和普通产品的偏好程度不同,对消费者的类型进行细分,运用价格歧视理论,构建了绿色产品的歧视定价模型.通过对定价模型进行数值仿真和消费者偏好系数的敏感性分析,分析了消费者细分区间对定价、需求量及利润的影响,并比较了常规定价和歧视定价策略下需求量之间的关系.研究表明:区间需求量与该区间消费者的比例及普通消费者的消费水平正相关,且随着消费者细分区间的增加,绿色产品的区间需求量随之降低,所以,常规定价策略下绿色产品制造商的利润较高;在普通产品的生产成本较小时,普通产品的区间需求量随之增加,歧视定价策略下普通产品制造商的利润较高.     

基于结构方程模型的市场细分方法应用研究

结构方程模型是当前研究顾客满意和顾客忠诚的主流方法之一,但基于结构方程对顾客满意和顾客忠诚进行市场细分方法的研究却十分缺乏.基于结构方程模型进行市场细分算法的应用研究,并对得出的细分结果进行了解释.     

应用联合分析和混合回归模型进行市场细分

联合分析是一种有效地反映消费者需求差异的方法,所以被广泛地应用到市场细分的研究中。但是,传统的方法存在着一定的不足。本研究提出了一个残差分布假设不同的混合回归模型,模型估计的效率比较高,而且模型系数也必较可靠。所以不失为一个比较理想的市场细分分析工具。本文应用该模型方法对一个笔记本电脑联合分析案例进行了实证分析。     

消费者异质性下基础产品及其附加品的供应链定价策略研究

建立一个由制造商和销售商组成的二级供应链模型,在销售商向消费者销售制造商基础产品的同时提供可选附加品的供应链多产品定价背景下研究了制造商及销售商的定价策略。以消费者对附加品价值增值存在的异质性将基础产品及其附加品的消费市场细分为基础产品单独消费市场及产品共同消费市场。基于市场细分比例以及附加品价值增值程度,讨论了不同条件下制造商及销售商的定价策略以及所形成的供应链定价均衡,分析了产品定价均衡与市场细分比例、附加品价值增值程度之间的关系。     

聚类回归分析(CLR)在市场细分研究中的应用

本文从市场细分方法的角度,打破了传统的根据样本在心理感知或偏好等多个变量的距离进行细分的思路,采用一种新的聚类回归分析方法基于变量间的因果关系对顾客进行细分,不仅可以把顾客有效地划分成具有不同特点的群体,而且可以根据不同要素的因果关系确定不同群体中的关键影响要素.本文以电热水器行业顾客满意度研究为例,根据不同要素对满意度影响的差异进行市场细分.分析表明,采用这种方法,企业可以在经营管理过程中通过差异化策略获得竞争优势.     

基于改进RFM模型对民航客户的细分研究

近年来航空公司将客户分成不同的群体为了给客户提供差异化服务和有针对性的营销.现有传统的客户细分RFM模型由于存在缺乏科学的指标建立,已无法准确和完整的描述实际情况中客户的细分结果,根据民航客户价值的特点,在传统客户细分的RFM模型上进行改进,创建LRFMC模型,对某航空公司客户采用数据挖掘K-means算法进行聚类分析,得到航空公司旅客分类的结果.依据细分结果对不同旅客提供差异化的服务和有针对性的营销策略,改善民航企业的服务质量,提高民航企业在市场中的竞争力.     

家庭的社会特征对住房市场需求的影响研究

为分析家庭的社会特征对住房市场需求的作用及影响程度,本文以2006年大连市居民住房现状及需求调查数据为基础,依照利用分类回归树(CRT)方法对家庭社会阶层的划分结果,对大连市住房需求市场进行了市场细分,并比较了各细分市场的住房现状及住房需求的差异.实证分析的结果表明,处于不同社会阶层的家庭,其住房现状和对住房的需求率均有所差异:低收入阶层的家庭,其现住房的条件相对较差,对现住房的满意程度相对较低,不过由于受支付能力的限制,其购房需求率并不高.     

对非对称有理细分矩阵的改进

在图形图像显示中,运算次数的多少直接影响图像的显示速度.通过对非对称细分矩阵的运算量较大的因素进行分析,并在分析的基础上对细分矩阵加以改进,简化细分矩阵结构减少一些不必要的运算与重复运算,构造出一种结构比较简单、运算量比较少的细分矩阵.新构造的细分矩阵可以有效的提高运算速度.应用新构造的细分矩阵生成细分曲线,对所生成的细分曲线进行比较,得出改进细分矩阵使得运算量明显减少,提高图形的显示速度.     

五点二重融合型细分法

提出了一种新的细分算法——五点二重融合型细分法.利用生成多项式对该细分法的一致收敛性和C~k连续性进行了分析,通过对融合型细分法中参数的不同取值,可以分别生成C~1～C~6连续的极限曲线.数值实例表明,与现有一些格式相比,细分算法生成的极限曲线不仅可以保持较高光滑性,并且更接近初始控制多边形.     

基于四点插值细分小波的SAR图像去噪

针对SAR图像去噪过程中存在降低相干斑与保持有效细节这一矛盾,提出了一种基于四点插值细分小波的SAR图像去噪算法,该方法将小波和细分方法相融合,将四点插值细分规则应用到细分小波中,提出了图像去噪的新方法.该算法先用四点插值细分小波对原始图像进行分解,然后用Bayes自适应阈值及阈值函数对图像进行去噪,最后对去噪的小波系数进行重构,并通过等效视数、边缘保持指数等评价指标对去噪结果进行了评价.实验结果表明,算法的等效视数、边缘保持指数都有所提高,去噪效果得到了优化.     

Estimating the market shares of stores based on the shopper's search and purchase behavior

Suppose that a consumer has decided to shop around several retail stores in an attempt to find a desired product or service. From his or her past shopping experience, the shopper may know: (1) the assortment size of each store, (2) the search cost per visit, and (3) the price variation among the stores. For such a situation, we first consider the optimal sequence of stores and the optimal search strategy from the shopper's search-theoretic point of view. Based on the assumption that shoppers follow the optimal sequencing and search strategy that maximizes his or her expected net gain, we then estimate the market share of each store in the market area. With a numerical example, we finally analyze the effects of the assortment size, the search cost, and the price variation on the market shares of existing retail stores. Based on the shopper's search and purchase model, we attempt to explain: (1) why shoppers visit bigger stores first, (2) why they visit fewer stores if the search cost is relatively higher than the product price, and (3) why they shop around more stores if the price variation among the stores is large.     

Discovering heterogeneous consumer groups from sales transaction data

We propose a demand estimation method to discover heterogeneous consumer groups. The estimation requires only historical sales data and product availability. Consumers belonging to different segments possess heterogeneous preferences and, in turn, heterogeneous substitution behaviors. For such consumers, the latent class consumer choice model can better represent their heterogeneous purchasing behaviors. In the latent class choice model, there are multiple consumer segments, and the segment types are not observable to the retailer. The expectation-maximization (EM) method is developed to jointly estimate the arrival rate and the parameters of the choice model. The developed method enables a simple estimation procedure by treating the observed data as incomplete observations of the consumer type along with consumer’s first choice. The first choice is the choice before the substitution effects occur. We test the procedure on simulated data sets. The results show that the procedure effectively detects heterogeneous consumer segments that have significant market presence.     

A new stochastic ultrametric tree unfolding methodology for assessing competitive market structure and deriving market segments

We present a new methodology for simultaneously assessing competitive market structure and deriving market segments. A hierarchical or ultrametric tree representation is estimated in a maximum likelihood framework from collected paired-comparison choice data. The derived tree portrays both brands and consumers/households/segments as terminal nodes, where the ‘closer’ a brand is to a particular consumer/household/segment in the tree, the higher the predicted probability of that consumer/household/segment choosing that particular brand. This paper initially presents an introduction to the problem of market structure assessment. We review the extensive marketing literature on market structure and survey several competing methodologies. The proposed stochastic ultrametric tree unfolding methodology is technically described and several program options are indicated. An illustration of the proposed methodology is presented with respect to paired comparison choice data collected from a convenience sample involving the over-the-counter analgesics market. Finally, several areas for future research are identified.     

Analysing consumer segments to budget for loyalty and promotion programmes and maximize market share

This paper seeks to provide a framework and benchmark for the allocation of marketing budget between promotion and loyalty programmes using an approach that combines a Markov-type market share model and the Lagrange multiplier method to maximize market share. The Lagrange multiplier method, that takes into account the market share and the loyalty effect observable in preceding periods along with the estimated promotional effects, permits the allocation to be optimized and future market share to be maximized. Then, loyalty-based consumer segment are used to explain why the budgeting exercise can achieve the maximization objective. To this end, the study uses consumer panel data concerning three categories, namely, adult milk powder, shampoo, and detergent. It extends previous research on loyalty-based segmentation by focusing on the budget allocation between the two options of loyalty enhancement and promotion programming. A Budget Allocation Grid for Loyalty-based Segmentation is proposed as an aid to understand budget allocation between loyalty and promotion programmes based on the relative sizes of exclusive-loyalty and variety-seeking segments.     

考虑传统双渠道和BOPS双渠道的消费者和零售商决策研究

本论文在全渠道零售的BOPS模式下,考虑允许退货研究消费者渠道选择问题。首先研究传统双渠道和实施BOPS的双渠道下的消费者和零售商决策。然后加入退货设定,对二者的决策进行重新研究和对比分析。研究发现:不考虑退货的情况下,引入BOPS模式能够提升实体店对零售商及消费者的吸引力;退货情况下,引入BOPS使消费者更愿意选择线下购买和销售,但不一定总能带来销售总量的增加;实施BOPS时,退货允许让零售商更愿意在实体店销售,同时消费者的购买渠道选择也变得复杂。     

Full-line or specialization strategy? The negative effect of product variety on product line strategy

This paper studies the product line decisions of firms under two consumer segments differing in their quality-sensitivity. We focus on a negative impact of the product variety on the consumers’ motivation to purchase, while each product is horizontally differentiated. In the presence of this impact and high fixed costs relative to variable costs, it is shown that when a highly quality-sensitive segment exists, it is always advantageous for the monopoly to specialize in only one product serving this segment. However, the appearance of a competitor can drastically change the product line in the market. Under the duopolistic setting where two firms sequentially determine their product lines, we show that the leader gains a better financial result by offering its product to the low segment for many cases, including the case where no product is offered to the high segment by either of the firms who are in equilibrium. Furthermore, we obtain another interesting result that indicates that the follower’s profit can exceed the leader’s profit when the quality-sensitivities between the two consumer segments are sufficiently different, even though the two firms are symmetric except for the order of their product offerings.     

自我概念结构与女性旅游消费行为的实证研究

本文结合旅游消费情况,把女性自我概念结构应用于女性旅游消费,通过对女性旅游消费者的调查问卷并对问卷结果进行因子分析、相关分析,从而有效的揭示女性旅游消费行为的特点。     

Using store level scanner data to improve category management decisions: Developing positioning maps

This paper provides evidence of the usefulness of aggregated point-of-sale scanner data to infer the positioning of competing brands, providing valuable information for category management and hence facilitating decision making. Specifically, the authors propose a methodology to study the internal market structure based on market share models with latent heterogeneity when only macro-level time series data (not individual choices) are available. The proposed approach assumes a multidimensional decomposition, latent in the preference structure that is implicit to these types of models. By empirically applying this approach, the authors (1) simultaneously identify both latent dimensions of competing brands and latent segments with different brand preferences, (2) explain the competitive positioning of brands without using disaggregated consumer panel data, and (3) achieve greater predictive performance. The findings offer insights to academics and practitioners interested in improving the practice of category management.     

存在强势零售商时双渠道制造商在线推介策略研究

研究了存在强势零售商时双渠道制造商的推介策略问题。首先,以零售商弱势模型为基准,研究发现:较大的推介市场规模有助于制造商采取都推介策略,且零售商和制造商具有高度一致的推介策略偏好。其次,构建零售商强势决策模型,发现相对零售商弱势而言,制造商推介策略存在显著变化:当推介市场规模较小时,若批发价格较高,则制造商采取都推介策略;当推介市场规模较大时,若批发价格较低,则制造商仅推介官方商城。当且仅当推介市场规模和批发价格同时较小或较大时,零售商与制造商才能达成推介策略共识。此外,无论零售商弱势或强势,都推介策略下消费者剩余和社会福利优于仅推介官方商城策略。