消费者空调品牌偏好分析

发布时间：2018-05-31 09:20

本文选题：品牌偏好 + 层次分析　；参考：《辽宁工程技术大学》2009年硕士论文

【摘要】：文章把AHP-模糊综合评判模型应用于消费者对空调品牌偏好的研究,通过层次分析法给出一种模糊判断的权重计算方法,建立了空调品牌偏好的层次模糊综合评判模型。该评判模型在进行研究消费者对空调产品品牌偏好时,不仅对单个因素影响程度进行分析,而且对综合因素影响程度也进行了分析,并且得出了一个数学运算结果来表示综合因素的影响程度。通过大量的调查,访谈和专家咨询确立价格,销售渠道,促销,产品,人员服务为一级指标。家电卖场,专卖店,大超市,商场四个消费者经常购买空调的场所为二级指标。通过问卷调查选出400份有效问卷确立每种空调品牌的评判矩阵,选出三名空调行业专家用层次分析确立各级指标权重,进行模糊综合评判。实证表明:应用该方法建立起来的模型在了解消费者对空调的品牌偏好方面是可行的,不仅可以得出总体偏好,而且可以通过对各个影响因素的分析,为企业提出建议。同样,在新产品的开发阶段,也可以用此模型评判新产品在消费者中的受欢迎程度,以及各个评价因素对偏好的影响,并提出相应的应对措施。
[Abstract]:In this paper , the AHP - fuzzy comprehensive evaluation model is applied to the study of the consumers ' preference for air - conditioning brands . The fuzzy comprehensive evaluation model of air - conditioning brand preference is established through the analytic hierarchy process .

Through a large number of surveys , interviews and expert consultations to establish price , sales channels , promotions , products and personnel services as primary indicators . Four consumers of home appliances , stores , big supermarkets and shopping malls frequently purchase air - conditioning . Four effective questionnaires are selected to establish the evaluation matrix for each air - conditioning brand , and three air - conditioning industry experts are selected to establish the weight of each level of indexes by using analytic hierarchy analysis , and fuzzy comprehensive evaluation is conducted .

The empirical results show that the model established by the method is feasible in understanding the consumer ' s brand preference of the air conditioner , not only can we get the overall preference , but also can make suggestions for the enterprises through the analysis of the influencing factors . Also , in the development stage of the new product , this model can also be used to judge the popularity of the new products in the consumer , as well as the influence of each evaluation factor on the preference , and put forward corresponding countermeasures .
【学位授予单位】：辽宁工程技术大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F224;F273.2;F426.6

【参考文献】