品牌、价格和促销对市场份额影响的模型研究  

Model study of the effects of brand,price and promotion on market share

作　　者：郭永新[1] 王高[2] 齐二石[1] 

机构地区：[1]天津大学管理学院,天津300072 [2]清华大学经济管理学院,北京100084

出　　处：《管理科学学报》2007年第2期59-65,共7页Journal of Management Sciences in China

基　　金：国家自然科学基金资助项目(70572008)

摘　　要：以吸引力市场份额理论为基础,以乘法竞争互动(MCI)模型为方法,研究了品牌、价格和销售促销对市场份额的影响,并计算了品牌价值、价格弹性和促销弹性.该研究尝试在零售终端层面对市场份额进行模型实证研究.With the Attraction Market Share Theory as the foundation and the Multiplicative Competitive Interaction （MCI） Model as the method, this article studies the effects of brand, price and sales promotions on market share of women＇s sanitary towel, and calculates the brand value, price elasticity and promotion elasticity as well. The study results show that brand has the strongest effect, followed by promotion, and the effect of price is relatively small. Although promotion has been carried out frequently, none of the promotion plans for any of the brands is optimal; the low-effect promotions have been used more broadly and frequently, but high-effect promotions have been used less frequently, ff the firm could optimize the allocation of promotion resources, the return on promotion would be increased to certain extent, even though there would be no increase of investments on promotion.

关 键 词：市场份额 MCI模型 品牌 价格 销售促销 

分 类 号：F713.53[经济管理—市场营销]