基于消费者行为流视域的产品竞争市场结构分析  

A Product Competitive Market Structure Analysis Based on Consumer Behavioral Stream

作　　者：刘洪伟[1] 詹明君[1] 高鸿铭 朱慧[2] 梁周扬[1] Liu Hong-wei;Zhan Ming-jun;Gao Hong-ming;Zhu Hui;Liang Zhou-yang(School of Management,Guangdong University of Technology,Guangzhou 510520,China;School of Management,Guangzhou University,Guangzhou 510006,China)

机构地区：[1]广东工业大学管理学院,广东广州510520 [2]广州大学管理学院,广东广州510006

出　　处：《广东工业大学学报》2021年第2期26-33,共8页Journal of Guangdong University of Technology

基　　金：国家自然科学基金资助项目(71671048);国家自然科学基金青年项目(71901075);教育部人文社会科学研究一般项目(19YJCZH278)。

摘　　要：消费者的反馈对市场结构分析至关重要。通过消费者行为流数据追踪消费者对产品的真实外在表现,利用贝叶斯推断识别决定性反馈行为并构建产品−行为介入矩阵,采用K-means聚类算法和多维标度分析法对产品市场进行细分和可视化分析。研究发现,消费者的点击和加入收藏夹行为对产品的市场份额有显著影响,产品的市场结构揭示了少数产品的支配地位及产品在自身品牌内以及跨品牌间的竞争形势。从消费者出发,基于其行为反馈进行的市场结构分析有助于管理者更有效地制定和调整新老产品的开发及定位等营销策略,在提升自身竞争力的同时为消费者提供更优质的产品或服务。Consumer feedback is critical to market structure analysis.The determinate interactive behaviors with Bayesian inference are identified and the product-behavior involvement matrix built by examining the data of consumer behavioral stream which reflects the intention of consumers towards products.A K-means clustering algorithm and multidimensional scaling(MDS)method are utilized to segment and visualize the product market.It is found that Consumers’Click and Tag into favorite set significantly influences the market share of products.The segmentation result reveals the dominant phenomenon of few products in the whole market,as well as the competition intensity among the products not only across brands,but within the same brand.Considering the influence of consumers,analyzing market structure with real-time behavioral feedback enables managers to adjust their market strategies on development or positioning of new and old products.

关 键 词：市场结构分析 产品竞争 贝叶斯推断 消费者行为流 

分 类 号：TP391.4[自动化与计算机技术—计算机应用技术]