基于联合分析法的手机产品属性组合设计

COMBINATION OF DESIGN OF MOBILE PHONE PRODUCT ATTRIBUTES BASED ON CONJOINT ANALYSIS

采用联合分析法,着重于手机本身的属性设计,并未将品牌的因素纳入其中,选择了消费者在购买手机时所考虑的6个最重要的因素和最主流的3个水平,通过问卷的方式调研了手机消费者购买选择的特点,最终通过SPSS进行正交分析实现,以此帮助厂商准确地把握消费者的需求和效用,达到各水平的最佳组合,提高手机产品的整体效用.此外针对群体市场、男女细分市场、地域细分市场分别进行了分析,针对不同的市场提出了有针对性的建议.

Using conjoint analysis, this article focuses on the property of mobile phone itself and chooses six most important factors considered by consumers while buying mobile phones and three levels of most mainstream, without including brand factors. First, the author uses questionnaires to research the attributes of purchase options of mobile phone consumes and implements orthogonal analysis through SPSS in order to help relevant companies accurately grasp consumers＇ demands and utility so that it can achieve the best combination. Then, the author respectively aims at group market, male and female segmentation market and geo- graphical segmentation market. Finally the author puts forward some targeted suggestions for different markets.