Study on Portfolio of the Fittest Channel and Promotion Strategy
Date Issued
2006
Date
2006
Author(s)
Wu, Chien-Wei
DOI
zh-TW
Abstract
As a result of the development of internet, consumers are now not only consuming products and services in the physical channel but also consuming directly on the new channel forms via computers. In order to understand the attributions that ideal channel forms have, we adopt Adaptive Conjoint Analysis (ACA) to analyze this question.
Conjoint analysis is a method for developing new products, mainly in the mix of the product contributions. The method is adopted widely, and most of them focus on physical products but not on channel design. Using this method, we can combine different channel distributions and their levels and do market segmentation according to the respondents’ responses.
This study uses three dimensions of consumer channel behavior, including channel perception、channel preference and life style, to analyze and figure out the correlation between them.
This study finds out that the fittest channel designs are not consistence under these three different dimensions. There are strong relations between channel perception and life style, but their relations with real channel preference structure are weak. Therefore, while designing the most fitted channel and promotion strategy, we have to consider the real channel preference structures of consumers.
Subjects
最適通路設計
聯合分析法
通路偏好結構
通路知覺
生活形態
Fittest channel design
Adaptive conjoint analysis
Channel preference structure
Channel perception
Life style
Type
thesis
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