Brand Switching Structure and Competitive Marketing Strategy in Consumer Durables

我们关注耐用消费品的两个特点。一是产品寿命观念向新观念转变，由物理寿命观念向更替寿命观念转变。二是置换销售在总销售额中所占比例较高。我们可以体验到，近年来，前者加速了后者的发展。因此，顾客维持策略对于处于竞争环境中的企业来说是非常重要的，典型的维持策略是提高品牌忠诚度、阻止品牌转换和导致重复购买。在我们2001年的研究中，我们构建了耐用消费品的消费者行为模型，并将其扩展应用于维修策略分析。将我们的消费者行为模型应用于日本手机市场，我们可以回答这些问题：当客户更换他们的手机时，他们为什么想要更换他们的手机，以及他们想要更换什么制造商和品牌。此外，我们还从维持战略的角度对研究结果进行了分析和启示。在2002年的研究中，我们构建了竞争性市场结构模型。面对竞争环境的公司想要知道市场是什么，我们的竞争对手是谁，当客户决定更换时，属性的优先顺序是什么。在实证分析中，我们将2002年的模型应用于美国汽车市场。此外，我们在2002年的模型中加入了转换模式分析，以加强研究的有效性。并将2002年的模型和转换模式分析应用于日本手机市场，其结果与2001年的模型结果一致。总之，我们的研究不仅增强了学术贡献；考虑了营销变量的动态性和数据的非对称性；也增强了业务层面的有用性；数据收集和维护策略的易用性。

We focus on two characteristics of consumer durables. The first is that the concept of product life is changed to a new concept; from physical life concept to replacement life concept. The second is that the portion of sales by replacement in total sales is high. We can experience that the latter is accelerated by the former in recent years. Therefore, maintaining strategy of customers is very important to companies in competing environments.Typical maintaining strategies are to enhance brand loyalty, to block brand switching and to lead to repeat buying. In our 2001 study, based on the consumer behavior model of consumer durables which we constructed and extend it to apply to maintaining strategy analysis. Applying our consumer behavior model to Japan mobile phone market, we can answer these questions; when customers replace their phones, why they want to replace their ones and to what makers and brands they want replace. Furthermore, we added some analyses and implications to the results on the viewpoint of maintaining strategy. In our 2002 study, we construct competitive market structure model. A company which confronts competing environments wants to know that what the market is, who our competitors are and what is the priority order of attributes when customers decided to replace. In empirical analysis, we applied our 2002 model to American car market. Furthermore, we added switching pattern analysis on the 2002 model to strengthen the efficacy of study. And we applied 2002 model and switching pattern analysis also to Japan mobile phone market and its results lead to the consistency of our study; consistency to the result of 2001 model.In conclusion, our study enhanced not only academic contributions; consideration of the dynamics of marketing variables and asymmetric data, but also usefulness of business level; the easiness of data collecting and maintaining strategy set up.