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【正文】 %%%%%%%%%BRAND A BRAND B BRAND CSOR50%SOR=50%51 2 、市場(chǎng)占有率的成分分析 Market Share=(Target Product Volume(value)/Category Volume(value))*100% %%%%%%%%%%%%%BRAND A BRAND B BRAND CHEAVY USERLIGHT USER52 2 、市場(chǎng)占有率的成分分析 Market Share=(Target Product Volume(value)/Category Volume(value))*100% %%%%%%%%%%%%%BRAND A BRAND B BRAND CLOW INCOMEHIGH INCOME53 2 、市場(chǎng)占有率的成分分析 Market Share=(Target Product Volume(value)/Category Volume(value))*100% %%%%%%%%%%%%%BRAND A BRAND B BRAND CTRIAL PURCHASE REPEAT PURCHASE54 2 、市場(chǎng)占有率的成分分析 Market Share=(Target Product Volume(value)/Category Volume(value))*100% %%%%%%%%%%%%%BRAND A BRAND B BRAND CSEGMENT1 SEGMENT255 3 、市場(chǎng)占有率的組成及變化 1 2 3 4 5 6 7 8 9 10 11 121 2 .7 .2 .2 .2 .2 .1 .1 .13 11 .9 .5 .2 .1 .2 .1 4 11 .7 .8 .2 .4 .2 .1 .1 .35 .8 .3 .1 .2 .1 .16 .8 .5 .2 .2 .1 .27 .8 .4 .4 .2 8 .9 .6 .4 .29 .3 .1 .110 .9 .511 .512 T T s h a r e .3 12 .6 13 .3 11 .6 T r i a l .3 11 .9 11 .7 R e pe a t .7 Period of initial trial Share contribution in months after introduction 56 得失分析 GAIN矩陣 GAINFROM OTHERS BAILI LUOLAN MELY LUXIncrement Volume vs. Pre From Existing Brand Users From New to Brand Users G a i n f r om Category OTHERS BAILI LUOLAN MELY LUX 57 得失分析 LOSS矩陣 LOSETO OTHERS BAILI LUOLAN MELY LUXDecrement Volume vs. Pre To Existing Brand Users To Brand Dropouts Loss to Category OTHERS BAILI LUOLAN MELY LUX 58 得失分析 NET GAIN矩陣 NETGAIN OTHERS BAILI LUOLAN MELY LUXCategory Net Gain From Continuous Brand Users From Incontinuous Brand Users Net Gain From Category OTHERS BAILI LUOLAN MELY LUX 59
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