联合分析在手机新产品开发上的应用研究

Application Research of Conjoint Analysis in the Development of New Mobile Phone Product

介绍了联合分析的特点,利用联合分析来确定手机新产品属性的相对重要性,为手机产品开发提供了依据.实证分析表明:通话时间、品牌、价格这3个属性的相对重要性较高,在手机新产品开发中,应更多地关注这几个因素,更好地满足消费者需求.

In this paper,full profile approach in conjoint analysis is introduced,and conjoint analysis model is employed to analyze the relative importance of various attributes of new mobile phone product.These results are useful for the development of mobile phones.Finally,in the empirical study,three factors（talk time,brand and price） possess higher relative importance.We should focus these factors more in the development of new mobile phone product to satisfy the consumer better.