基于价值分析的产品属性权重的确定方法

Weighting Method and Application for Product Attributes Based on Product Value Analysis

研究如何根据目标市场中竞争产品的实际属性和市场需求数据确定产品属性权重的决策方法。利用数学分析手段对产品综合属性的优劣和产品的实际市场表现进行了价值度量,并将两种价值对客户需求的作用效果之间的内在关系进行了抽象和提取,建立了根据实际市场需求确定产品属性权重的优化模型,最后通过中级轿车产品属性权重的实例分析,验证了该方法的有效性及其所具有的实用价值。该方法以对市场需求宏观数据的分析取代了对客户个体需求的微观调查,有效避免了市场调查数据模糊和难以处理的难题,从而使产品属性权重的获取更加符合市场实际需求.

This paper focused on modeling the relationship among customer preference,product attributes and actual market demands.Two kinds of product value,actual marketing value and comprehensive attributes value,were first defined to measure the value of the marketing performance of a product in its segment and the attributes performance respectively.The effects on the marketing of the two kinds of product value were then Abstracted to solve for weighting the product attributes optimally.Finally,a medium passengers car was taken as an example product to demonstrate the effectiveness and practical value of the method.By analyzing the macro information of the market demand in place of investigating customers individually,the difficulty is bypassed in disposing of the ambiguous investigation data and the product attributes weights can be decided upon the actual situation of the market more effectively.