轉(zhuǎn)換模型與應(yīng)用實(shí)例(已修改)
2025-07-08 09:22 本頁面
【正文】 用品牌或產(chǎn)品“黏性”來細(xì)分市場――轉(zhuǎn)換模型與應(yīng)用實(shí)例內(nèi)容提要：對(duì)于企業(yè)而言，新產(chǎn)品的開發(fā)和推廣具有很大的風(fēng)險(xiǎn)性，如何降低和規(guī)避風(fēng)險(xiǎn)是每個(gè)積極開發(fā)新產(chǎn)品的企業(yè)必須面對(duì)的問題，企業(yè)在新產(chǎn)品上市前進(jìn)行市場測試是降低風(fēng)險(xiǎn)的一種有效手段。然而，測試環(huán)境雖然能在一定程度上模擬競爭環(huán)境，但并不等同于實(shí)際的競爭環(huán)境，隨之產(chǎn)生的問題是，測試結(jié)果往往高估了購買可能性，引入轉(zhuǎn)換模型，并應(yīng)用“黏性”這一概念將測試者進(jìn)行細(xì)分，可以對(duì)新產(chǎn)品潛在的市場規(guī)模作出更貼近實(shí)際情況的評(píng)估，同時(shí)通過對(duì)照分析了解新產(chǎn)品受歡迎或不受歡迎的真正原因，從而對(duì)新產(chǎn)品作出更為準(zhǔn)確的診斷分析。 關(guān)鍵詞：轉(zhuǎn)換模型 黏性 黏度 突變理論 蝴蝶突變 多元回歸Abstract：There is a huge risk in developing new product for enterprises. Its always an important problem on how to reduce and avoid the risk. An effective way is to do market test before the new products are brought to markets. However, the environment of market test is not equal to that of petition even it can imitate that in some ways. So, the result of market test would often be overestimated. A more realistic evaluation on potential market scale could be made by introducing conversion model and the notion of mitment. In the same time, by finding out the true reasons that the products are weled or not, a more precise diagnosis analysis on new product could be given by contrast analysis.一、 背景簡介，這一理論已被廣泛用來指導(dǎo)企業(yè)的市場營銷活動(dòng)。為企業(yè)尋找目標(biāo)市場，對(duì)產(chǎn)品進(jìn)行精確市場定位，加強(qiáng)市場競爭地位方面起到重要作用，在為企業(yè)帶來良好經(jīng)濟(jì)效益的同時(shí)，也更好地滿足了消費(fèi)者的需求。目前，有為數(shù)眾多的市場細(xì)分變量被用來作為消費(fèi)者市場細(xì)分的依據(jù)，這些細(xì)分變量可以單獨(dú)使用，也可以結(jié)合使用，這樣一來便形成了變量集合。多變量細(xì)分又可分為分層細(xì)分和整合細(xì)分，應(yīng)用chaid軟件以樹形圖方式展現(xiàn)的結(jié)果是分層細(xì)分的典型代表，我們所熟悉的聚類分析則屬于整合細(xì)分方法。整合細(xì)分的優(yōu)點(diǎn)在于可以從多個(gè)并行
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