基于个体优势识别的产品市场竞争力研究

发布时间：2018-09-12 11:27

【摘要】：随着国际经济全球化、市场化进程的迅速发展,企业面临着巨大的压力和挑战,如何能在激烈的竞争中认识自身的竞争能力、不断增强自身的竞争优势成为企业和社会各界普遍关注的热点话题。产品是企业的灵魂,产品是竞争力的基础,企业竞争能力的大小体现在企业产品在市场经营活动中所表现出来的综合优势。因此,对企业产品市场竞争力的研究显得尤为重要。为此,本文提出基于个体优势识别的产品市场竞争力特征分析方法。本方法在竞优思想的指导下,充分考虑参比对象的个体优势,以定量的行为特征群识别方法为中心,主要开展了以下研究工作： (1)基于个体优势识别方法设计产品市场竞争力特征分析方法及其模型在竞优思想的指导下,基于个体优势识别方法设计产品市场竞争力特征分析方法及其模型。在消费者群体意见的基础上,从每一位消费者的意见出发,基于个体优势特征识别模型挖掘产品的个体优势特征,然后通过对个体优势的价值参数结构集合进行聚类分析归纳和提炼消费者群体意见反映的产品竞优特征。 (2)以女性化妆品产品为例,构建科学的产品市场竞争力评价指标体系借鉴以往理论研究的经验和成果,从消费者角度出发,以女性化妆品产品为例,构建了一套科学的产品市场竞争力评价指标体系,该体系包含2个一级指标,6个二级指标和17个三级指标。 (3)应用研究以调查问卷为数据收集工具,将产品市场竞争力特征分析方法及其模型应用到女性化妆品产品市场竞争力特征分析工作中,并根据特征分析结果从产品设计、品牌管理、渠道管理等方面对女性化妆品产品市场开发提出营销建议。
[Abstract]:With the globalization of international economy and the rapid development of market-oriented process, enterprises are facing enormous pressure and challenge. Constantly enhancing their competitive advantage has become a hot topic of common concern for enterprises and all walks of life. The product is the soul of the enterprise, the product is the foundation of the competition ability, the size of the enterprise competition ability manifests in the enterprise product in the market management activity displays the comprehensive superiority. Therefore, it is particularly important to study the market competitiveness of enterprise products. Therefore, this paper puts forward a method to analyze the competitive characteristics of product market based on individual advantage recognition. Under the guidance of the idea of competitive excellence, this method takes into account the individual advantages of the reference objects, and focuses on the quantitative behavior feature group identification method. The main research work is as follows: (1) Design the product market competitiveness characteristic analysis method and its model based on the individual advantage identification method under the guidance of the idea of competitive advantage. Based on the method of individual advantage identification, the analysis method and its model of product market competitiveness are designed. On the basis of the opinions of the consumer groups, starting from the opinions of each consumer, the individual advantage features of the products are mined based on the individual advantage feature recognition model. Then through the clustering analysis of the value parameter structure set of individual superiority and the extraction of the product competitive characteristics reflected by the consumer group opinion. (2) take the female cosmetics product as an example. To build a scientific evaluation index system of market competitiveness for reference of the experience and achievements of previous theoretical research, from the perspective of consumers, taking female cosmetics products as an example, A scientific evaluation index system of product market competitiveness is constructed. The system consists of 2 first class indexes, 6 second class indexes and 17 third class indexes. (3) A questionnaire is used as a data collection tool. This paper applies the method and model of product market competitiveness analysis to the analysis of market competitiveness of female cosmetics products, and according to the results of feature analysis, from product design, brand management, Channel management and other aspects of women cosmetics product market development put forward marketing suggestions.
【学位授予单位】：东北大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F274;F416.72

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