| 消费者购买行为对品牌偏好影响的多维博弈分析 |
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| 引用本文： | 刁钢. 消费者购买行为对品牌偏好影响的多维博弈分析[J]. 北京工商大学学报(自然科学版), 2008, 26(5) |
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| 作者姓名： | 刁钢 |
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| 作者单位： | 北方工业大学经济管理学院,北京,100144 |
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| 摘 要： | 消费者对品牌的偏好是多种主观和客观因素共同作用的结果.消费者购买行为就是消费者在对各种影响因素进行权衡、评价、组合的活动.多维博弈模型能有效表示出消费者是怎样实现效用最大化的.企业可以利用这一模型的分析结果,判断出消费者对商品或服务的因素的不同偏好,从而做出相应对策,来实现消费者对企业的品牌偏好.
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| 关 键 词： | 消费者购买行为 品牌偏好 多维博弈 |
A MULTIDIMENSIONAL GAME ANALYSIS ON HOW CONSUMER'S PURCHASING BEHAVIOR INFLUENCE THEIR BRAND PREFERENCE |
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| DIAO Gang. A MULTIDIMENSIONAL GAME ANALYSIS ON HOW CONSUMER'S PURCHASING BEHAVIOR INFLUENCE THEIR BRAND PREFERENCE[J]. Journal of Beijing Technology and Business University:Natural Science Edition, 2008, 26(5) |
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| Authors: | DIAO Gang |
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| Affiliation: | DIAO Gang(College of Economics , Management,North China University of Technology,Beijing 100144,China) |
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| Abstract: | Consumer's brand preference is the result which influenced by many personal and impersonal factors.Purchasing behavior is what consumers do after the process of comparing、evaluating and combining these factors.Multidimensional game theory can exactly explain how consumers actualize their maximum utility.Producers can use the results of the model to identify the factors which can cause consumer's preference on goods or service,and then make right decisions to win consumer's preference on their own brand. |
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| Keywords: | consumer purchasing behavior brand preference multidimensional game |
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