基于Logit模型的产品组合策略研究--以“三国杀”道具选择为例

摘要

随着互联网经济的发展，游戏道具越来越受到企业家、政府机关、学者以及社会各界的广泛关注，然而产品组合问题也日益凸显。本文以三国杀为例，选取性别、年龄、收入、伙伴有无等个人属性参数和掌控性、快乐感、满意度等心理属性参数对四种道具的购买进行Logit模型分析得出相应结论：消费者对三国杀不同道具的掌控性、快乐感和满意度各不相同。结合实证结论针对武将、功能、装扮、皮肤分别采取收获策略、培植策略、维持策略、转换策略。%With the development of the Internet economy, game props by entrepreneurs, government agencies, academics and social widespread attention from all walks of life, the product mix problem, however, is growing. Selection based on The Three Kingdoms, for example, gender, age, income, and partners have personal property parameters and mastery, happiness, satisfaction and other psychological attribute parameter Logit model analysis was carried out on the four props purchase corresponding conclusions: consumers' mastery of The Three Kingdoms kill different props, happiness and satisfaction. Combined with empirical conclusions, function, dress up, skin respectively for military commanders to harvest strategy, cultivating strategy, maintenance strategy, the conversion strategy.