The Study On Micro-channel Marketing’s Consumer Preference Based On The Joint Analysis

With the rapid development of Internet and smart phone, diversified marketing methods, micro-channel as an integrated product of Internet, once introduced to cause great concern by enterprise and business, it quickly occupied the market. The market potential and broad prospects of micro-channel marketing can not be ignored. Because of the fierce market competition, analyzing consumers’willingness is a key factor in winning new service or product. Understanding the needs of users, exploring the key factors that affect consumer preferences, is the main problem of this study.When comparing the current micro-channel with the degree of prevalence, it has difference. The studies conducted by micro-channel marketing theory have not form the scale. In this paper, combine the consumer’s preference with conjoint analysis to research the marketing and consumer’s preference of a new media, so that companies and businesses can make effective marketing strategy like product positioning, market segmentation and marketing measurement slightly towards consumer.Joint analysis in statistics is also known as combining analysis, it is a statistical method which is used to research consumer’s acceptance, and it played an important role to analyze the attributes and attribute level utility value of product or service.In this paper, we use Joint analysis to research consumer’s acceptance of micro-channel marketing. First, analyzing the potential of micro letter marketing, and probing into the problems existing in the nowadays market segment, and analyzing the necessity of research on young consumers’ acceptance of micro-channel marketing preferences. Second, determining the attributes and the level of the research and setting up the model of consumer preferences to micro-channel marketing. Again, determining the virtual product portfolio through orthogonal design, and designing the questionnaire of consumers preference on micro-channel marketing. Finally, through the questionnaire data processing and on the basis of the basic principle of conjoint analysis, respectively, the research on group and group attributes, the relative importance have been clear about the consumer marketing on the acceptance of micro-channel marketing, and analyzing the individual results according to the different preferences of consumers, market segmentation, and total utility with respect to the manner of different combination simulation service market are analyzed.Based on the above research, we aim at young consumers to put forward the corresponding marketing strategies and suggestions for improvement, and provide a powerful decision-making basis on marketing for micro-channel marketing’s enterprises, at the same time, the recommendations for enterprises to adopt the micro-channel marketing are proposed.