广东工业大学学报 ›› 2021, Vol. 38 ›› Issue (02): 26-33.doi: 10.12052/gdutxb.200143

• 综合研究 • 上一篇    下一篇

基于消费者行为流视域的产品竞争市场结构分析

刘洪伟1, 詹明君1, 高鸿铭1, 朱慧2, 梁周扬1   

  1. 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
  • 收稿日期:2020-10-20 出版日期:2021-03-10 发布日期:2021-01-13
  • 通信作者: 高鸿铭(1993-),男,博士研究生,主要研究方向为数据挖掘和消费者行为,E-mail:gaohongming_gdut@163.com E-mail:gaohongming_gdut@163.com
  • 作者简介:刘洪伟(1962-)，男，教授，博士生导师，主要研究方向为智能商务和管理信息系统
  • 基金资助:
    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)

A Product Competitive Market Structure Analysis Based on Consumer Behavioral Stream

Liu Hong-wei1, Zhan Ming-jun1, Gao Hong-ming1, Zhu Hui2, Liang Zhou-yang1   

  1. 1. School of Management, Guangdong University of Technology, Guangzhou 510520, China;
    2. School of Management, Guangzhou University, Guangzhou 510006, China
  • Received:2020-10-20 Online:2021-03-10 Published:2021-01-13

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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。

关键词: 市场结构分析, 产品竞争, 贝叶斯推断, 消费者行为流

Abstract: 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.

Key words: product market structure analysis, product competition, Bayesian inference, consumer behavioral stream

中图分类号: 

  • TP391.4F713.8
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