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。

Segmenting the Market Using Conjoint Analysis and Mixture Regression Model

Conjoint analysis is a method that can effectively reflect the variation of consumer needs;hence it is widely applied in the research of market segmentation.But the traditional methods of analysis have some shortcomings.This study proposes a mixture regression model with a different assumption of residual distribmion.This model is more efficient in model estimation and the model coefficients are relatively reliable as well.Therefore,this model can be a comparatively ideal analytic tool for market segmentation.This artieie applied this model to a case of a conjoint analysis of laptop computers.