Brand Switching Structure and Competitive Marketing Strategy in Consumer Durables

耐用消费品的品牌转换结构和竞争营销策略

基本信息

批准号：
13680537
负责人：
OHNO Takahiro
金额：
$ 2.05万
依托单位：
Waseda University
依托单位国家：
日本
项目类别：
Grant-in-Aid for Scientific Research (C)
财政年份：
2001
资助国家：
日本
起止时间：
2001 至 2002
项目状态：
已结题

项目摘要

We focus on two characteristics of consumer durables. The first is that the concept of product life is changed to a new concept; from physical life concept to replacement life concept. The second is that the portion of sales by replacement in total sales is high. We can experience that the latter is accelerated by the former in recent years. Therefore, maintaining strategy of customers is very important to companies in competing environments.Typical maintaining strategies are to enhance brand loyalty, to block brand switching and to lead to repeat buying. In our 2001 study, based on the consumer behavior model of consumer durables which we constructed and extend it to apply to maintaining strategy analysis. Applying our consumer behavior model to Japan mobile phone market, we can answer these questions; when customers replace their phones, why they want to replace their ones and to what makers and brands they want replace. Furthermore, we added some analyses and implications to the results on the viewpoint of maintaining strategy. In our 2002 study, we construct competitive market structure model. A company which confronts competing environments wants to know that what the market is, who our competitors are and what is the priority order of attributes when customers decided to replace. In empirical analysis, we applied our 2002 model to American car market. Furthermore, we added switching pattern analysis on the 2002 model to strengthen the efficacy of study. And we applied 2002 model and switching pattern analysis also to Japan mobile phone market and its results lead to the consistency of our study; consistency to the result of 2001 model.In conclusion, our study enhanced not only academic contributions; consideration of the dynamics of marketing variables and asymmetric data, but also usefulness of business level; the easiness of data collecting and maintaining strategy set up.

我们专注于消费者耐用物的两个特征。首先是，产品寿命的概念被改为一个新概念。从物理生活概念到替代生活概念。第二个是替换总销售额的销售部分很高。我们可以体验到，近年来后者加速了后者。因此，维护客户的策略对于竞争环境中的公司非常重要。典型的维护策略是提高品牌忠诚度，阻止品牌转换并导致重复购买。在我们2001年的研究中，基于消费者耐用物的消费者行为模型，我们构建并将其扩展到维护策略分析。将我们的消费者行为模型应用于日本手机市场，我们可以回答这些问题；当客户更换手机时，为什么要替换他们的手机以及他们想要更换的制造商和品牌。此外，我们以维护策略的观点为结果添加了一些分析和含义。在我们2002年的研究中，我们构建了竞争性的市场结构模型。面对竞争环境的公司想知道市场是什么，我们的竞争对手是谁，以及客户决定更换的属性的优先顺序。在经验分析中，我们将2002年的模型应用于美国汽车市场。此外，我们在2002年模型上添加了切换模式分析，以增强研究的功效。我们将2002年的模型和切换模式分析也应用于日本手机市场，其结果导致了我们的研究一致性。结论是2001年模型的结果，我们的研究不仅增强了学术贡献；考虑营销变量和不对称数据的动态，也是业务水平的有用性；数据收集和维护策略的容易性。