摘要
利用消费者对北京和上海各5家大型百货商店属性评价的调查数据,采用多维标度方法构建百货商店的消费者感知图,识别各个百货商店的实际定位、相互竞争关系以及未来可采取的定位策略。同时,通过对感知图中的维度分析,本文发现北京消费者更看重感知价值,上海消费者更看重购买便利和人员服务。
Based on the department store attribute perception survey data conducted for five stores in Beijing and Shanghai respectively,this article employs the multidimensional scaling(MDS) method to construct the consumer perception map of these department stores,to identify the actual positioning of each store,their competitive relationship and the positioning strategy that can be adapted in the future.Meanwhile,based on the analysis of the dimensions of the perception map,this article finds that Beijing's consumers deem perceived value more important,while Shanghai's consumers value convenience and service more.
出处
《中国软科学》
CSSCI
北大核心
2010年第S2期273-280,共8页
China Soft Science
基金
国家自然科学基金资助项目(70532004
70632003)
关键词
百货商店
定位
零售战略
department store
positioning
retail strategy
