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Product Positioning Using a Self-Organizing Map and the Rings of Influence

机译：使用自组织图和影响力环进行产品定位

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In this article, we propose a new product positioning method based on the neural network methodology of a self-organizing map. The method incorporates the concept of rings of influence, where a firm evaluates individual consumers and decides on the intensity to pursue a consumer, based on the probability that this consumer will purchase a competing product. The method has several advantages over earlier work. First, no limitations are imposed on the number of competing products and second, the method can position multiple products in multiple market segments. Using simulations, we compare the new product positioning method with a quasi-Newton method and find that the new method always approaches the best solution obtained by the quasi-Newton method. The quasi-Newton method, however, is dependent on the initial positions of the new products, with the majority of cases ending in a local optimum. Furthermore, the computational time required by the quasi-Newton method increases exponentially, while the time required by the new method is small and remains almost unchanged, when the number of new products positioned increases. We also compute the expected utility that a firm will provide consumers by offering its products. We show that as the intensity with which a firm pursues consumers increases, the new method results in near-optimal solutions in terms of market share, but with higher expected utility provided to consumers when compared to that obtained by a quasi-Newton method. Thus, the new method can serve as a managerial decision-making tool to compare the short-term market share objective with the long-term expected utility that a firm will provide to consumers, when it positions its products and intensifies its effort to attract consumers away from competition.
机译：在本文中，我们提出了一种基于自组织图的神经网络方法的新产品定位方法。该方法结合了影响力环的概念，在这种方法中，公司会评估单个消费者并根据该消费者购买竞争产品的可能性来决定追求消费者的强度。与早期工作相比，该方法具有多个优点。首先，对竞争产品的数量没有限制，其次，该方法可以将多个产品定位在多个细分市场中。通过仿真，我们将新产品定位方法与准牛顿法进行了比较，发现新方法始终接近通过准牛顿法获得的最佳解决方案。但是，拟牛顿法取决于新产品的初始位置，大多数情况以局部最优结束。此外，当所放置的新产品数量增加时，准牛顿法所需的计算时间呈指数增长，而新方法所需的时间很小并且几乎保持不变。我们还计算了公司通过提供其产品为消费者提供的预期效用。我们表明，随着公司追求消费者的强度增加，新方法导致市场份额方面接近最优的解决方案，但与通过准牛顿法获得的效用相比，向消费者提供的期望效用更高。因此，新方法可以用作管理决策工具，以比较短期市场份额目标与公司在定位产品并加大力度吸引消费者时向消费者提供的长期预期效用。远离竞争。

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