Enterprise Product Line Decision Based On Customer Choice

Fiercer competitions are going to face our product providers since home market is to be broadly opened to other countries. Markets are also becoming over-segmented with greater uncertainty as living conditions improving and business Ads stimulating.To continuously make and keep competitive advantages over others in that coming near perfect competition situation,business at home should learn to always keep consumers' concern,market trend and customer satisfaction in mind while making their product line decisions,either for market share or profit purpose.In fact,in a very micro perspective,market demand derives from each customer choice decision. Studying customer choice may facilitate accurate preference information exploration hence a better product line decision and then an expected effect on the market demand flow.Based on these judgments,this paper focuses on the application of Discrete Choice Model in studying consumer choice over products and the optimal product line decision based on this model.The first chapter mainly analyzes the mechanism between the product line decision process and customer choosing product decision process and finds that customer choice issue do have the basic factors and conditions that Discrete Choice Model assumes.The following two chapters introduce the theory of Discrete Choice Model and Discrete Choice Experiment and how to design the experiment and estimate the model by programming SAS codes.Chapter 4 discusses an optimal product line selection model which is based on choice data and then develops a modified model considering the possible violation on the basic assumption for Discrete Choice Model and some applicable properties for practices.The last chapter focuses on the candy case with an effort of using these inferential results developed in this paper...