摘要
产品属性如何影响消费者的购买行为,一直是企业非常关注的问题。在系统分析联合分析方法一般原理的基础上,通过对个人电脑市场分析,研究了如何运用联合分析方法分析消费者的购买行为,给出了该方法运用步骤、产品属性确定等问题,并通过对个人电脑市场的实际分析得出产品特征效用函数、产品效用值,为个人电脑生产企业产品科学定位提供了决策依据。
How products attribute influence consumers＇ purchase behavior, it has been concerned deeply by enterprise all the time. On the basis of general principle of the conjoint analysis method in system analysis, through the market analysis of the PC, how to use the analytical method to analyze consumers＇purchase behavior been have studied, the step in which this method use is pointed out, such questions as products attribute are confirmed, and products characteristic utility function are obtained, utility value through the actual analysis of the market of PC is producted, the decision basis for science fixed position of the PC manufacturing enterprise＇s production is offered.
出处
《科学技术与工程》
2006年第16期2605-2608,共4页
Science Technology and Engineering
基金
辽宁省教育厅项目(20080229)资助
关键词
联合分析
消费者购买行为
效用值
conjoint analysis behavior of consumer for purchasing utility value
