政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/103068

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政大機構典藏 > 政大學報 > 第64期 > 期刊論文 > Item 140.119/103068

Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/103068

Title:	鑑別分析在產品定位之應用
Other Titles:	The Application of Discriminant Analysis in Product Positioning
Authors:	周文賢;嚴永傑 Chou, Wayne S.;Yen, Yung C.
Contributors:	統計系
Date:	1992-03
Issue Date:	2016-10-20 12:03:28 (UTC+8)
Abstract:	隨著產品競爭的日益激烈，擬訂適當的定位策略，將是行銷成功的關鍵因素之一。鑑別分析在定位策略上能明確掌握消費者知覺印象之認知差異，向為行銷學者所重視。然而，文獻中屬性配置大多僅運用鑑別負荷量，未能反映屬性權重，且品牌間之距離與理想點計算等問題，亦多未能詳加探討。本文擬針對這些問題，進一步研究，並以罐裝咖啡品牌定位為例，就所提計算步驟加以實證。
Relation:	國立政治大學學報, 64, 441-452
Data Type:	article
Appears in Collections:	[第64期] 期刊論文

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