基于联合分析视角的精准营销及顾客偏好研究

The Research on Precision Marketing and Consumer Preference based on Conjoint Analysis

"中国制造"已经不再是廉价的代名词,令人惊喜的中国品牌已经出现,2015年十大智能手机品牌中有八个是中国的,华为等跻身前列,而其他中国品牌正在快速瓜分着苹果和三星的市场份额。随着智能手机市场的迅速发展,营销方式的多元化,分析消费者的偏好意愿成为新服务、新产品取胜的关键因素,准确的把握用户需求,是实现精准营销至关重要的因素。本研究采用联合分析法,通过对手机消费者偏好的现实模拟,分析产品的特性效用值和特性水平重要性,建立消费者对手机产品的接受偏好模型,明确了消费者对手机产品特性接受偏好的重要性排序以及他们对每一特性水平的喜好态度,并根据手机消费者的性别、年龄统计变量进行对比研究,对生产商的产品设计和营销进行分析并提出改进建议。

In the past few years,made in china represented cheap goods with inferior quality,however this image is being gradually changing by some amazing Chinese brands.In a research of the most famous smartphone brands,Chinese brands made up eight of the top ten.Including Huawei, those Chinese brands are rapidly carving up the market share of Apple and Samsung.With the rapid development of the smartphone market,the diversification of marketing methods and the analysis of consumer preferences will become the key factor for new services and new products to win.The accuracy of grasping consumers' demand is crucial for precision marketing.On the bias of conjoint analysis,by simulating the real preference of smartphone consumers we firstly analyze the characteristic' utility and its level of importance,and then build a model of consumers' preference to smartphone.Meanwhile we collected the data of consumers' order of the importance of the characteristics preference and their attitude on every level of characteristics.Then we conducted a comparative research by using the phone consumers' gender and age as statistical variables.We hope the results of this paper could stimulate manufacturers to improve their ability of product design and precision marketing,and make some suggestions accordingly.