| 组合分析法在新产品概念开发与测试中的应用 |
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| 引用本文： | 徐哲,房婷婷,松青,苏文平.组合分析法在新产品概念开发与测试中的应用[J].数理统计与管理,2005,24(6):25-32. |
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| 作者姓名： | 徐哲 房婷婷 松青 苏文平 |
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| 作者单位： | 北京航空航天大学经济管理学院,100083 |
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| 摘 要： | 介绍了组合分析法的基本模型,对2004年海南马自达新上市轿车产品概念测试进行了案例研究,运用组合分析法获得了每个受访者的属性水平效用值、属性相对重要性(偏好权重)、产品总效用函数。在此基础上,根据多属性效用聚类分析的结果获得了轿车配置偏好、价格偏好和变速器偏好三个消费群体。针对这三个属性偏好群体,详细研究了群体属性水平效用、属性相对重要性、产品总效用,模拟了市场占有率及其变化,获得了一些非常有价值的结论。
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| 关 键 词： | 新产品概念 组合分析法 效用 市场占有率 |
| 文章编号： | 1002-1566(2005)06-0025-08 |
| 收稿时间： | 2004-07-16 |
| 修稿时间： | 2004年7月16日 |
The Application of Conjoint Analysis on Development & Test of New Product Concept |
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| XU Zhe,FANG Ting-ting,SONG Qing,SU Wen-ping.The Application of Conjoint Analysis on Development & Test of New Product Concept[J].Application of Statistics and Management,2005,24(6):25-32. |
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| Authors: | XU Zhe FANG Ting-ting SONG Qing SU Wen-ping |
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| Institution: | School of Economics and Management, Beijing University of Aeronautics and Astronautics, Beijing, 100083, China |
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| Abstract: | This paper introduces the model of conjoint analysis method,take a production concept test as a case study for the new products of Mazada,Hainan in 2004,and gets the utility value of each attribute level、 attributes′relative importance(preference wight) and total utility function of alll the testees.Based on the test,the paper gets preference to configuration of car,preference to price and preference to transmission of car through the analysis of the multi-attribute utility clustering.The paper studies the attribute level utility,relative attribute importance and total production utility of each cluster.Meanwhile,the paper simulates the market share as welll as its change,achieving some valuable conclusion. |
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| Keywords: | new product comcept conjoint analysis utility market share |
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