Product Design Strategies for Target‐Market Positioning
本文探讨了基于联合分析输入数据可操作化的多种定位策略，包括修改买家感知、理想水平偏好和属性重要性，并考虑长期策略调整品牌属性水平，通过案例说明应用。
Designing optimal positioning strategies for target segments has become an area of intense research interest over the past few years. This article examines a variety of strategies that can be operationalized from conjoint analysis input data. Paul Green and Abba Krieger discuss strategies for modifying buyer perceptions, ideal‐level preferences and attribute importances that are attractive for a firm's existing brand(s). They then consider longer run strategies for modifying the current brand's attribute levels and develop a case to illustrate applications of the techniques.