联合分析在移动通信品牌经营策略中的应用  

The Application of Conjoint Analysis to Mobile Communication Brand Running Strategy

作　　者：王雪华[1] 丛亮[1] 

机构地区：[1]大连理工大学管理学院,大连116023

出　　处：《价值工程》2008年第2期125-127,共3页Value Engineering

摘　　要：随着电信行业竞争愈加激烈,各大运营商纷纷推出系列品牌作为参与竞争的重要手段。对品牌经营的好坏成为运营商在市场中能否获胜的重要因素。将联合分析法应用于移动通信运营商的品牌经营策略中,定量研究了消费者在选择品牌时的偏好,为运营商做品牌经营决策提供依据。Along with the intensification of the competition in the field of telecommunication, the service suppliers had one by one carried out their series of brands as their means to take part in it. Therefore, Brands Operation, which plays a decisive role, becomes a key point for a service supplier to win in the game. The thesis, basing on the theory of conjoint analysis, quantificationally focuses on customers＇ preferences for mobile service brands, in order to form a solid foundation for mobile service suppliers when they make their Brand Marketing decisions.

关 键 词：联合分析 品牌 顾客效用 

分 类 号：TN916.2[电子电信—通信与信息系统] F272.3[电子电信—信息与通信工程]