| 联合分析法在混合动力汽车产品定位中的应用研究 |
| |
| 引用本文： | 马钧,赵洁.联合分析法在混合动力汽车产品定位中的应用研究[J].农业装备与车辆工程,2009(12):3-5,13. |
| |
| 作者姓名： | 马钧 赵洁 |
| |
| 作者单位： | 同济大学汽车学院,上海,201804 |
| |
| 摘 要： | 从消费者购买决策角度出发,利用联合分析法,构建我国市场A级混合动力汽车属性与水平模型,分析消费者购买混合动力汽车时赋予不同属性的相时重要性及属性水平的效用值,并模拟产品组合市场占有率情况,从而为混合动力汽车产品定位提供依据.
|
| 关 键 词： | 联合分析法 混合动力汽车 消费者购买决策 产品定位 属性水平 效用 |
The Application of Conjoint Analysis on Hybrid Vehicle Positioning |
| |
| MA Jun,ZHAO Jie.The Application of Conjoint Analysis on Hybrid Vehicle Positioning[J].Agricultural Equipment & Vehicle Engineering,2009(12):3-5,13. |
| |
| Authors: | MA Jun ZHAO Jie |
| |
| Institution: | MA Jun,ZHAO Jie (School of Automotive Studies,Tongji University,Shanghai 201804,China) |
| |
| Abstract: | From the perspective of consumer purchase decision,the hybrid vehicle attribute and level model is established based on conjoint analysis method. The study analyzes the attribute importance (preference weight),attribute level utility from consumer research and makes market share stimulation,providing solid reference for new hybrid vehicle product development and positioning. |
| |
| Keywords: | conjoint analysis hybrid vehicle consumer purchase decision product positioning attribute level utility |
| 本文献已被 CNKI 维普 万方数据 等数据库收录！ |
|
