基于消费者偏好异质性视阈的企业产品组合决策  

Product Portfolio Decision of Enterprises from the Heterogeneity Perspective of Consumer Preference

作　　者：罗春丹 潘林伟 LUO Chun-dan;PAN Lin-wei(School of Economics and Management,Chongqing Jiaotong University,Chongqing 400074,China)

机构地区：[1]重庆交通大学经济与管理学院,重庆400074

出　　处：《长江师范学院学报》2020年第4期59-67,122,共10页Journal of Yangtze Normal University

基　　金：重庆市高校人文社会科学研究规划项目“‘三期叠加’背景下区域金融发展、经济波动与地方政府宏观调控的实施路径研究”(18SKGH055)。

摘　　要：采用Kano模型对消费者需求进行分类,引入效用理论,将消费者对产品每一属性的特征水平效用表达出来;利用同一属性上的效用极差水平,测定出消费者对产品属性的相对偏好,实现将消费者对产品属性的模糊感受定量化。通过建构客制化产品的利润函数模型,精准刻画产品单位利润与消费者偏好异质性之间的联系,得到满足企业产品组合决策目标的有效集合。最后,以算例检验了模型的有效性和实际可操作性。The writers of this paper use Kano model to classify consumer demand,and introduce utility theory to express the characteristic level utility of each attribute of a product.Utilizing extreme difference level of the same attribute,the writers have determined the relative preference of consumers for product attribute and quantified their vague feelings about the products.By constructing the profit function model of customized products,the authors accurately describe the relationship between product unit profit and consumer preference heterogeneity,and obtain an effective set to meet the goal of enterprise product portfolio decision-making.Finally,the writers give an example to verify the effectiveness and operability of the model.

关 键 词：偏好异质性 KANO模型 产品组合决策 效用理论 客户化定制 

分 类 号：F272.3[经济管理—企业管理]