多维尺度技术在面向产品策划的市场研究中的应用

Application of Multidimensional Scaling Technique in New-product-planning-oriented Marketing Research

以信息、知识为动力,以用户需求为导向的新产品竞争是2l世纪全球化制造环境下企业技术竞争的核心。主要介绍了多维尺度技术(MDS,MultidimensionalScaling)的核心内容;并对其优缺点进行了有理有据的分析;总结了若干将MDS技术应用到市场研究的切实可行的方法,并将这种方法成功地运用于实际研究中。

The new product competition based on information and technology , driven by customer demands, is the core of the enterprises competition in the global manufacturing environment in 21th century. We interpret the key content and the mathematical model of MDS (Multidimensional Scaling) and make a analysis of its advantages and limitation. At the same time, we apply this method in our practice, and conclude a series of implementary process of MDS.