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Brand Switching Structure and Competitive Marketing Strategy in Consumer Durables

Research Project

Project/Area Number 13680537
Research Category

Grant-in-Aid for Scientific Research (C)

Allocation TypeSingle-year Grants
Section一般
Research Field 社会システム工学
Research InstitutionWaseda University

Principal Investigator

OHNO Takahiro  School of Science and Engineering, Professor, 理工学部, 教授 (70169027)

Co-Investigator(Kenkyū-buntansha) KIM Geonha  Waseda University, School of Science and Engineering, Research Associate, 理工学部, 助手 (50350468)
TABATA Tomoaki  Tokyo Fuji University, School of Business Administration, Lecture with Tenure, 経営学部, 講師 (00329103)
Project Period (FY) 2001 – 2002
Project Status Completed (Fiscal Year 2002)
Budget Amount *help
¥3,200,000 (Direct Cost: ¥3,200,000)
Fiscal Year 2002: ¥1,300,000 (Direct Cost: ¥1,300,000)
Fiscal Year 2001: ¥1,900,000 (Direct Cost: ¥1,900,000)
KeywordsMarketing / Brand Switching / CMS / Asymmetric MDS / Replacement Behavior / Brand Loyalty / Consumers Durables / Logit Model / 非対称MDC / ロイヤルティ / 携帯電話市場 / ブランドスイッチング / 競争戦略 / 非対称多次元尺度構成法
Research Abstract

We focus on two characteristics of consumer durables. The first is that the concept of product life is changed to a new concept; from physical life concept to replacement life concept. The second is that the portion of sales by replacement in total sales is high. We can experience that the latter is accelerated by the former in recent years. Therefore, maintaining strategy of customers is very important to companies in competing environments.
Typical maintaining strategies are to enhance brand loyalty, to block brand switching and to lead to repeat buying. In our 2001 study, based on the consumer behavior model of consumer durables which we constructed and extend it to apply to maintaining strategy analysis. Applying our consumer behavior model to Japan mobile phone market, we can answer these questions; when customers replace their phones, why they want to replace their ones and to what makers and brands they want replace. Furthermore, we added some analyses and implications to the results on the viewpoint of maintaining strategy. In our 2002 study, we construct competitive market structure model. A company which confronts competing environments wants to know that what the market is, who our competitors are and what is the priority order of attributes when customers decided to replace. In empirical analysis, we applied our 2002 model to American car market. Furthermore, we added switching pattern analysis on the 2002 model to strengthen the efficacy of study. And we applied 2002 model and switching pattern analysis also to Japan mobile phone market and its results lead to the consistency of our study; consistency to the result of 2001 model.
In conclusion, our study enhanced not only academic contributions; consideration of the dynamics of marketing variables and asymmetric data, but also usefulness of business level; the easiness of data collecting and maintaining strategy set up.

Report

(3 results)
  • 2002 Annual Research Report   Final Research Report Summary
  • 2001 Annual Research Report
  • Research Products

    (20 results)

All Other

All Publications (20 results)

  • [Publications] 天野高裕, 金建河: "非対称スイッチングデータを利用した競争市場構造モデル"日本経営工学会平成13年度春季大会予稿集. 43-45 (2001)

    • Description
      「研究成果報告書概要(和文)」より
    • Related Report
      2002 Final Research Report Summary
  • [Publications] Takahiro OHNO, KIM, Geonha: "Market Segmentation & A Competitive Market Structure Model using Switching Data of Consumer Durables"INFORMS International Hawaii June 2001. 35 (2001)

    • Description
      「研究成果報告書概要(和文)」より
    • Related Report
      2002 Final Research Report Summary
  • [Publications] 天野高裕, 金建河: "携帯電話市場の競争的マーケティング戦略に関する研究"第27回日本経営システム学会全国研究発表大会講演論文集. 205-208 (2001)

    • Description
      「研究成果報告書概要(和文)」より
    • Related Report
      2002 Final Research Report Summary
  • [Publications] 天野高裕, 金建河: "耐久消費財の非対称スイッチングデータを用いた競争市場構造モデル"日本経営工学会論文誌. Vol.53・4. 311-322 (2002)

    • Description
      「研究成果報告書概要(和文)」より
    • Related Report
      2002 Final Research Report Summary
  • [Publications] 岡部信也, 金建河, 田畑智章, 大野高裕: "動的な広告戦略に関する研究"第28回日本経営システム学会全国研究発表大会講演論文集. 185-188 (2002)

    • Description
      「研究成果報告書概要(和文)」より
    • Related Report
      2002 Final Research Report Summary
  • [Publications] 伊東優, 金建河, 田畑智章, 大野高裕: "消費者行動に基づくブランド・エクイティの測定"日本経営工学会平成14年度春季大会予稿集. 32-33 (2002)

    • Description
      「研究成果報告書概要(和文)」より
    • Related Report
      2002 Final Research Report Summary
  • [Publications] 葦原一正, 金建河, 田畑智章, 大野高裕: "価格関与尺度開発に関する研究"第29回日本経営システム学会全国研究発表大会講演論文集. 219-222 (2002)

    • Description
      「研究成果報告書概要(和文)」より
    • Related Report
      2002 Final Research Report Summary
  • [Publications] 葦原一正, 金建河, 田畑智章, 大野高裕: "ブランド拡張に関する研究"第29回日本経営システム学会全国研究発表大会講演論文集. 227-230 (2002)

    • Description
      「研究成果報告書概要(和文)」より
    • Related Report
      2002 Final Research Report Summary
  • [Publications] Ohno, Takahiro and Kim, Geonha: "A Competitive Market Structure Model Using Asymmetric Switching Data of Consumer Durables"Jpn. Ind. Mgt. Assoc. Conference 2001 Spring. 43-45 (2001)

    • Description
      「研究成果報告書概要(欧文)」より
    • Related Report
      2002 Final Research Report Summary
  • [Publications] Ohno, Takahiro and Kim, Geonha: "Market Segmentation & A Competitive Market Structure Model using Switching Data of Consumer Durables"INFORMS International Hawaii June 2001. 35 (2001)

    • Description
      「研究成果報告書概要(欧文)」より
    • Related Report
      2002 Final Research Report Summary
  • [Publications] Ohno, Takahiro, Tabata Tomoaki and Kim, Geonha: "A Study on Competitive Marketing Strategy of Mobile Telephone Market"Jpn. Assoc. for Mgt. Systems 27th Conference. 205-208 (2001)

    • Description
      「研究成果報告書概要(欧文)」より
    • Related Report
      2002 Final Research Report Summary
  • [Publications] Ohno, Takahiro and Kim, Geonha: "A Competitive Market Structure Model Using Asymmetric Switching Data of Consumer Durables"Journal of Jpn. Ind. Mgt. Assoc.. Vol. 53, No. 4. 311-322 (2002)

    • Description
      「研究成果報告書概要(欧文)」より
    • Related Report
      2002 Final Research Report Summary
  • [Publications] Okabe, Shinya, Kim, Geonha, Tabata, Tomoaki and Ohno, Takahiro: "A study on Dynamic Advertising Strategy"Jpn. Assoc. for Mgt. Systems 28th Conference. 185-188 (2002)

    • Description
      「研究成果報告書概要(欧文)」より
    • Related Report
      2002 Final Research Report Summary
  • [Publications] Ito, Yu, Kim, Geonha, Tabata, Tomoaki and Ohno, Takahiro: "Measuring Brand Equity Based on Consumer Behavior"Jpn. Ind. Mgt. Assoc. Conference 2002 Spring. 32-33 (2002)

    • Description
      「研究成果報告書概要(欧文)」より
    • Related Report
      2002 Final Research Report Summary
  • [Publications] Ashihara, Kazumasa, Kim, Geonha, Tabata, Tomoaki and Ohno, Takahiro: "Scale Development of the Price Involvement"Jpn. Assoc. for Mgt. Systems 29th Conference. 219-222 (2002)

    • Description
      「研究成果報告書概要(欧文)」より
    • Related Report
      2002 Final Research Report Summary
  • [Publications] Teppei, Kunishige, Kim, Geonha, Tabata, Tomoaki and Ohno, Takahiro: "A Study on Brand Extensions"Jpn. Assoc. for Mgt. Systems 29th Conference. 227-230 (2002)

    • Description
      「研究成果報告書概要(欧文)」より
    • Related Report
      2002 Final Research Report Summary
  • [Publications] 大野高裕, 金建河: "耐久消費財の非対称スイッチングデータを用いた競争市場構造モデル"日本経営工学会誌. Vol.53・4. 311-322 (2002)

    • Related Report
      2002 Annual Research Report
  • [Publications] 大野高裕, 金建河: "非対称スイッチング・データを利用した競争市場構造モデル"日本経営工学会春季大会予稿集. 43-45 (2001)

    • Related Report
      2001 Annual Research Report
  • [Publications] 大野高裕, 金建河: "Market Segmentation & a Competitive Market Structure Model using Switching Date of Consumer Durables"INFORMS San Antonio Institute for Operations Research and Management System. 32 (2001)

    • Related Report
      2001 Annual Research Report
  • [Publications] 大野高裕, 金建河: "携帯電話市場の競争的マーケティング戦略に関する研究"日本経営システム学会全国研究発表大会講演論文集. 205-208 (2001)

    • Related Report
      2001 Annual Research Report

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Published: 2001-04-01   Modified: 2016-04-21  

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