Profit Maximizing Perceptual Positions: An Integrated Theory for the Selection of Product Features and Price
Profit Maximizing Perceptual Positions: An Integrated Theory for the Selection of Product Features and Price
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利润最大化感知定位：产品功能和价格选择的综合理论
DOI：
10.1287/mnsc.27.1.33
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发表时间：
1981
影响因子：
5.4
通讯作者：
P. Simmie
中科院分区：
文献类型：
--
作者：
J. Hauser;P. Simmie
营销策略的一个重要组成部分是在感性空间中“定位”产品。但是，要实现感性的地位，我们必须建立从物理特征到感性维度的联系模型，我们必须使用这个模型来最大化利润。本文将消费者如何处理信息的心理学理论与经济模型和心理测量相结合，提出了一种选择物理特征和价格以实现利润最大化的感知位置的理论。
该理论从商品空间到特征空间的兰开斯特式转换开始，并研究了映射到第三个空间（感知空间）的含义。我们证明了所有在感知空间有效的乘积在特征空间一定是有效的，但不是相反。但消费者的偏好和感知产品的方式各不相同。因此，我们将分布分量引入该理论，并推导出几何和分析方法来纳入这种消费者异质性。接下来，我们调查成本，并推导出一个感性的扩张路径沿着利润最大化的位置必须存在。联合分析和定量选择模型为理论的实现提供了手段。
该理论说明了一个假设的例子，从镇痛药市场和一些潜在的心理测量说明了在通信市场的实证应用。
An important component of marketing strategy is to "position" a product in perceptual space. But to realize a perceptual position we must model the link from physical characteristics to perceptual dimensions and we must use this model to maximize profit. This paper integrates psychological theories on how consumers process information with economic models and psychometric measurement, and it develops a theory for selecting physical features and price to achieve a profit maximizing perceptual position.
The theory begins with a Lancaster-like transformation from goods space to characteristics space and investigates the implications of a mapping to a third space, perceptual space. We show that all products efficient in perceptual space must be efficient in characteristics space but not conversely. But consumers vary in their preference and the way they perceive products. Thus we introduce distributional components to the theory and derive both geometric and analytic methods to incorporate this consumer heterogeneity. Next, we investigate costs and derive a perceptual expansion path along which a profit maximizing position must exist. Conjoint analysis and quantal choice models provide the measurements to implement the theory.
The theory is illustrated with a hypothetical example from the analgesics market and some of the potential psychometric measurements are illustrated with an empirical application in the communications market.