【作者】 刘勇； 王高；

【机构】 北京工商大学商学院； 清华大学经济管理学院；

【摘要】 尽管离散选择模型在20世纪70年代末开始应用于交通、能源、住房、通讯及营销等研究领,但离散选择模型在国内营销研究方面的研究还处于起步阶段。本文采用离散选择模型中MNL、MNP以及MixedLogit三种模型,研究妇女卫生巾的销售因素(品牌、价格和人员促销、其他促销)对顾客选择的影响及市场份额的影响,发现顾客在购买决策时品牌及各个促销因素确实起到了积极的影响,尤其是礼品促销等给顾客带来具体利益的促销,影响最大。这为企业优化配置促销资源提供决策依据;同时,本文还根据三种离散选择模型的特点在同一批促销数据上的应用进行比较,发现MixedLogit以及MNP比MNL模型拟合效果更优。更多还原

【Abstract】 Discrete Choice model has been used widely in many research fields such as traffic, reas estate, tele-communication, energy and marketing in the world, however the model in marketing research is still in its infancy in China. This paper applies three discrete selection models MNL, MNP, MIXED LOGIT. It focuses on the impact of marketing devices on customers’ brand selction and market share in Sanitary Pad market. The author found that the brand and various other promotional factors are playing positive impact when customers purchasing decisions are made. Particularly, some promotional means, such as Gift-promotion, which can bring customers some visible advantages, effect the greatest.更多还原