원문정보
보안공학연구지원센터(IJUNESST)
International Journal of u- and e- Service, Science and Technology
vol.2 no.4
2009.12
pp.29-36
피인용수 : 0건 (자료제공 : 네이버학술정보)
초록
영어
The purpose of this research is to develop a comprehensive modeling for measuring dynamics of brand power. We define brand power as brand specific coefficients to yield the sales volume for each period. The modeling consists of multinomial log it model for each product category, the brand-specific coefficients, mixture modeling and fuzzy clustering algorithm. We apply our modeling to TV scanner data in Tianjin China. The results show 5 brands have 12 to 23 times change on their brand power in a year. The lasting time of brand power spreads from 1 week to 12 weeks.
목차
Abstract
1. Introduction
2. Modeling
2.1 step 1: multinomial logit model
2.2. Step 2: mixture regression model
2.3. Step 3: Post hoc Probability
3. Application to Digital Industry
3.1 Sample: scanner data
3.2 Our model
4. Findings and Future Study
References
1. Introduction
2. Modeling
2.1 step 1: multinomial logit model
2.2. Step 2: mixture regression model
2.3. Step 3: Post hoc Probability
3. Application to Digital Industry
3.1 Sample: scanner data
3.2 Our model
4. Findings and Future Study
References
저자정보
참고문헌
자료제공 : 네이버학술정보