轿车细分市场中产品线定位的影响因素分析

从市场结构、企业能力和细分市场进入或定位的理论假设出发,基于1999年～2006年中国轿车产业和企业的微观数据,运用文献回顾、经验观察和Logit计量模型工具,结合本土企业与外资企业的行为比较,分析影响细分市场进入的主要因素。研究结果表明,细分市场的集中度越高企业的进入激励越小,企业总体占有率提高后会选择向下扩展产品线,合资企业和本土企业的细分市场定位有显著差异,相互进入会导致产品线的重叠和竞争的恶化,本土企业在实施品牌延伸战略时应避免过早全序列化模式对品牌声誉和市场份额的侵蚀。

The Analysis on Influence Factor of the Automobile Product Line Segment Market Positing

On the theoretical assumptions of the market structure,enterprise capability and the segment market positing,using the micro-dates of the Chinese automobiles industry and manufactories from 1999 to 2006,this paper tests the main factor which influences the behavior of the segment market position with literature review,experience comparison analysis and Logit model.It is concluded that the higher the market concentration,the less entry incentive;With one segment market share rising,a firm tends to extent its...