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題名:整合層級貝氏聯合區隔與定位分析模式:來源國效應評價、品牌權益衡量與新產品設計之應用
作者:王仕茹 引用關係
作者(外文):WANG, SHIH JU
校院名稱:國立臺灣大學
系所名稱:國際企業學研究所
指導教授:趙義隆
任立中
學位類別:博士
出版日期:1999
主題關鍵詞:層級貝氏聯合區隔模式來源國效應品牌權益產品定位HIERARCHICAL BAYES CONJOINT SEGMENT MODELCOUNTRY-OF-ORIGIN EFFECTBRAND EQUITYPRODUCT POSITIONING
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Kotler (1994)認為現代策略行銷的核心就是STP三部曲-亦即區隔(segmenting)、目標(targeting)及定位(positioning),根
據消費者的偏好差異將市場切割為幾個群內同質性高而群間異質性高的群體,使得任一群體均可成為特定行銷組
合所適用的目標市場。雖然STP是現代行銷的最基本概念之一,但在實際執行層面上仍存在許多學術的探討,尤
其是市場區隔化方面。本研究提出層級貝氏聯合區隔模式,透過結合區隔訊息與個體訊息,並納入個體偏好之不
穩定性與異質性,以精確地預測消費者行為,提供廠商策略制訂的重要依據。
本研究仍從個體的分析出發,以成分效用估計值與其標準誤為投入資料來對受測者進行分群,以改善區隔化的
正確性。同時,本研究提出新的個體偏好估計模式,利用同一區隔內受測者的共同訊息,來克服個別參數估計之
自由度過少的問題。模型中並納入區隔內部仍存有異質性的概念,估計出區隔層次的共同偏好,以發掘各區隔中
與利益尋求相關的描述變數。
為驗證層級貝氏聯合區隔模式的優越性,本研究運用三種資料(CD隨身聽、礦泉水、行動電話手機)比較各種
模式的預測效度,結果顯示層級貝氏聯合區隔模式擁有最佳的預測效度,這說明了本模式的健全性。最後,本文
將層級貝氏聯合區隔模式應用於來源國效應評價、品牌權益衡量與新產品設計。在來源國效應評價與品牌權益衡
量上,我們可以求得來源國和品牌的價格溢酬,在新產品的設計上,亦可運用各種屬性水準組成新產品以利於進
行更精確的定位分析。
The heart of modern strategic marketing can be described as STP marketing-namely, segmenting, targeting, and positioning
(Kolter 1994). The purpose of market segmentation is to classify consumers according to their preference similarity so that
within-segment homogeneity and across-segment heterogeneity provides a common ground for targeted marketing. Although
the STP concept is widely accepted, there still exist some debates on its applications, especially on the issue of market segmentation.
This study intends to develop hierarchical Bayes conjoint segment model by incorporating individual- and segment-specific
information and taking into account preference heterogeneity and instability at the individual level. The proposed model is able to
predict consumer behavior more accurately and is conducive to the formulation of firm strategies.
The model starts from an individual level analysis, with the aim of increasing the precision of segmentation by grouping
respondents according to the magnitudes of estimated part-worths and their standard errors. At the same time, this study suggests a
new method of estimating individual preference and refining individual part-worths in which extracted information common to all
respondents within a segment is utilized to alleviate the lack of degree of freedom problem for individual parameter estimates. The
resulting hierarchical Bayes conjoint segment model is also capable of characterizing within-segment heterogeneity by assuming a
continuous distribution for respondent part-worths within specific segment and retains the ability to study specific respondents.
The robustness of the proposed hierarchical Bayes conjoint segment model, as reported by empirical findings based on three data
sets (CD player, mineral water and cellular phone), is demonstrated by comparing its predictive validity with various models.
Finally, the hierarchical Bayes conjoint segment model is applied to studies of country-of-origin effect valuation, brand equity
measurement and new product design. Given the parameter estimates, it is found that price premiums for any specific country or
brand can be calculated, and product positioning may become more precise when marketers combine various attributes into
new products.
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吳慧嫻,中式香腸之消費者偏好行為及市場區隔研究聯合分析法之應用,國立臺灣大學農業經濟研究所碩士論文
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莊逸哲,產品成本與利益屬性對消費者行為之影響以信用卡之聯合分析為例,國立政治大學國際貿易研究所碩士
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楊秀真,聯合分析在商業銀行顧客知覺與偏好之應用研究,國立臺灣大學商學研究所碩士論文,民國78年6月。
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