A Constrained Unfolding Methodology for Product Positioning
A Constrained Unfolding Methodology for Product Positioning
复制标题
产品定位的约束展开方法
DOI：
10.1287/mksc.5.1.1
复制
发表时间：
1986
影响因子：
5
通讯作者：
V. Rao
中科院分区：
文献类型：
--
作者：
W. DeSarbo;V. Rao
本文提出了一种新发展的分析偏好/优势数据的展开方法，通过将品牌和消费者特征分别与感知的品牌位置和理想点明确地联系起来，解决了产品(再设计)和目标定位的产品定位/重新定位决策问题。该方法和相关算法被应用于12种型号的住宅通信设备的一组偏好数据。并对该模型对产品定位和产品优化设计的各种管理意义进行了说明和讨论。
This paper presents a recently developed unfolding methodology for analyzing preferential/dominance data that addresses the product positioning/repositioning decision problem of product (re)design and targeting by relating brand and consumer characteristics explicitly to perceptual brand locations and ideal points respectively. The methodology and associated algorithm are applied to a set of preference data for twelve models of residential communication devices. Various managerial implications of the model for product positioning and optimal product design are illustrated and discussed.