使用彙總資料探討公司屬性對市占率的影響

Abstract

本文主要探討廠商的特徵對消費者效用以及市占率的影響。文中會介紹如何使用BLP模型來對消費者對各個特徵的偏好做出估計並將他們透過公式轉換為市占率。在實證研究方面，我們從個人電腦市場資料中，選取了合適的廠商以及變數。但在初步估計時遇到了變數發散的問題，因此對BLP模型做出調整。在調整模型後，我們獲得了精確的估計結果以及發現淨利率對市占率有著顯著的影響。

This study explores the impact of different firm-level variables on the consumer utility and market share. We introduce the BLP model to analyze the consumers utility and further convert them into market share. And then, we select firms and variables from the dataset to conduct the empirical study. We modify the BLP model due to encountering the problem of parameter divergence. After modification, we obtain precise prediction and discover that product margin is the key factor to influence the market share of a firm.