以層級貝氏聯合分析模型探討品牌權益:筆記型電腦產業為例

Abstract

一般研究消費者偏好結構時，聯合分析為行銷研究領域中常被使用的方法，聯合分析法是一種衡量產品屬性間的抵換關係之方法，透過將品牌與價格納入考量的屬性中，以聯合分析迴歸方法，得到品牌間轉換之願付價格差異。 本研究運用以選擇為基礎之聯合分析法，並使用層級貝氏模型進行資料分析，衡量筆記型電腦之品牌權益。層級貝氏模型兩階段的後驗修正有助於在消費者異質性的情況下，更準確地衡量區隔內消費者的偏好結構；同時配合理想點分析及知覺品質調查結果進行解釋，以利廠商釐清本身與競爭對手之差異及改進方向。 基於上述，本研究擬採用層級貝氏聯合分析模式，來達成以下目的： 1. 針對筆記型電腦使用者在選購筆電產品時的實際購買偏好，衡量不同的產品屬性水準為消費者帶來的效用，評估不同屬性對消費者的相對重要性，並找出不同特性的消費族群對各產品屬性的偏好情形。 2. 以Aaker的理論為基礎，建構筆記型電腦品牌所具有的相對價值衡量模式，解釋其中的行銷與管理意涵，做為廠商在銷售時的訂價參考。

Conjoint analysis is one of the most widely-used methodology in the field of marketing research when studying general structure of consumer preferences. Conjoint analysis requires research participants to make a series of trade-off, analysis of these trade-off can reveal the relative importance of component attributes. Take Brand and Price as two of attributes into consideration in the research, we can use regression analysis to measure consumer’s willingness to pay when they switch from one brand to another. This study uses choice-based conjoint analysis, and adopts hierarchical Bayes conjoint analysis to analyze the data. Hierarchical Bayes model can improve the predictive ability given that consumers are heterogeneous. Besides, the study uses an ideal point method and positioning map to find out the different features among companies. Consequently, this study uses hierarchical Bayes conjoint analysis to draw some conclusions. The first thing is to measure the relative importance of different attributes to consumers and find out the preference of different consumer groups. Secondly, based on Aaker’s thesis, the study results the meaning of marketing and management; also, it explains the limiting factor this institute faces and recommends future research directions.