JP2009146214A - Monitor display method in market analysis support - Google Patents

Abstract

<P>PROBLEM TO BE SOLVED: To facilitate checking of consistency of an added value sought by a target generation with the brand-view of the target generation. <P>SOLUTION: A monitor 3a displays brand-views stored in a brand information DB 10 and related information. For instance, an analyst's operation such as placing a pointer on the section of the twenties makes display of a supplier's overview of a brand-view D for a generation D, a background that caused the brand-view D to be generated, etc. Clicking on a brand-view button 13 makes display of brand-views of each generation on the monitor 3a simultaneously. <P>COPYRIGHT: (C)2009,JPO&INPIT

Description

  The present invention relates to market analysis, and more particularly to a monitor display method in support of market analysis using a computer.

    Market analysis analyzes changes in demand from various perspectives. The following three viewpoints can be cited as typical examples. The first is an analysis from the viewpoint that changes in demand originate from changes in the times, and changes in demand due to changes in times are called “effects of the times”. The second is an analysis from the viewpoint that the change in demand comes from the change in age. This change in demand due to the change in age is called the “aging effect”. The third is an analysis from the viewpoint that demand changes are derived from differences in birth age. The market analysis from this third perspective is called cohort analysis, and the change in demand resulting from the difference in birth age is called the “cohort effect”.

  The cohort analysis is classified according to generations, and explores the unique daily behavior, consciousness, consumption trends, etc. of each generation. In the cohort analysis, it is necessary to accumulate data of answers to the same question over a long period of time, for example, to obtain answers by repeating the same question for all generations every five years. In other words, it is necessary to create a database by continuously asking all generations the same questions as before. This is one of the disadvantages of the cohort analysis because it is not possible to ask another question in a single year. In other words, cohort analysis cannot add new questions as the times change.

  A standard coho table is known in which time-series data for each age is arranged so that the interval at the time of survey matches the width of the age category. This standard cohort table is a table in which the vertical axis indicates the age and the horizontal axis indicates the year of birth, and the cohort belt is displayed with the lower right inclined. This standard cohort table is convenient for analysts to conduct various market hypotheses by looking at the standard cohort table while conducting market analysis. There is a problem that it cannot be analyzed in the separated state. A retrospective method is adopted as one method of excluding the age effect and the aging effect from the cohort effect. The retrospective method asks respondents how their behavior and awareness have changed compared to a few years ago, but it is virtually difficult to ask many respondents ( Quantitative answers are not available.)

  The object of the present invention is to increase the degree of freedom of question content for market analysis with the recognition that only limited market analysis is possible with conventional cohort analysis based on fixed questions and corresponding limited information. It is an object of the present invention to provide a market analysis support method that is convenient and can replace the conventional standard cohort table, and can provide a monitor display method thereof, which is capable of positively predicting the trend of product consumption.

  A further object of the present invention is to determine whether the added value required by the target generation based on multiple future scenarios is consistent with the target generation's view of the brand before the start of product development. It is an object of the present invention to provide a monitor display method in market analysis support that can facilitate the determination of the above.

According to the present invention, the above technical problem is
A monitor display method for supporting market analysis using a market analysis support system including a computer equipped with a monitor and a database,
The database categorizes the basic values database that stores the basic values of each generation formed during the growth period, and the factors that affect human values, and changes the values for each factor. The basic values will change under the influence of various factors stored in the database, past variable values that the basic values have changed under the influence of the factors, and factors based on the analyst's hypothesis. A variable values database that stores future variable values, and a brand information database that stores information about products and brands for each generation of companies that provide the products to the market, and information about the background that led to the brand view Including
The monitor can display a belt of values belt with age on the vertical axis and time on the horizontal axis.
The values belt table has values belts of each generation that extend obliquely to the lower right and indicate changes in values of each generation,
Further, the present invention provides a monitor display method in market analysis support, characterized in that each generation's brand view and background stored in the variable values database can be displayed on a monitor in association with the value belt table. Is achieved.

  In other words, the inventors of the present application form basic values during the growth period (for example, before they become economically independent), and then, in addition to economic trends and events that affect the values, basics such as marriage. We believe that the values will change, and that the evaluation of the added value of a product when purchasing a product will depend on the values at that time. It changes due to economic trends and events, but does not disappear, but only some or all of the basic values are latent or changed.For example, after a child becomes independent or retires, Considering the case where the original basic values formed in the past are manifested and the added value of products is evaluated based on these basic values, the factors affecting the values are individually and independently In order to verify the data stored in each database, for example, by conducting a questionnaire survey on the items that the customer is interested in, it is expensive. The accuracy of each data can be improved by verifying under the degree of freedom.

  When analyzing various market hypotheses by looking at the value belt table displayed on the monitor of the market analysis support system, the analyst's computer operation allows the variable value of each generation included in the variable value database. By displaying the value belt including the data of the view on the monitor and analyzing the market while displaying the brand view of the target generation, the added value that is accepted by the variable values of each generation and the brand view of the generation It is possible to check the consistency, and in product development, it is possible to develop products with added value that is consistent with the brand view of each generation.

  The basic concept of market analysis, which is the basis of the present invention, will be described below. There is an era in which products are diversified and there are many products of the same type, but the value added of which product is selected from the same type of product and the product is selected, and for which product group Whether consumer behavior is to be recognized by adding value depends on the consumer's values at the time of launching a new product into the market, and it is important for market analysis to seize this value for each generation. .

  With regard to consumer values, the present inventors believe that there are basic values that are formed during the growth period (e.g., before becoming independent from parents economically) as described above, and this Basic values differ among generations, and change depending on subsequent events such as large-scale bankruptcies and good / bad economic conditions. Even if the same event occurs, the impact on changes in values is considered to vary among generations.

  In the following explanation, the period when basic values are formed is called “basic values formation period”, and the subsequent period, that is, the period when values change, is called “basic values change period”.

  If, for example, terrorism that threatens the safety of society occurs in the period of changing basic values, the generations who have not experienced such experiences in the period of forming basic values will be told that the world is safe. Therefore, when the threat of terrorism is realized in the period of changing basic values, it will change to the value that “the world is not safe”. From this, for example, if there are products of the same type of A, B, C, and D, and the product D is a product that considers safety, the product D that is considered not to be selected before terrorism occurs. However, after terrorism, it will be a purchase target. In other words, when an event occurs in which the values change, it can be considered that the evaluation of the added value of the product also changes. On the other hand, for example, generations who experienced war in the period of basic value formation have the basic value that the world is not safe, so terrorism occurred during the period of basic value change. Even so, it seems that the safety values of this generation are not affected so much, and even before or after the terrorist attacks, products D that consider safety are subject to purchase. Can be considered.

  Referring to FIG. 1, the inventors of the present application have found that basic values are formed during the growth period (for example, before becoming independent economically), and then economic trends and social events that affect the values. In addition, we believe that the basic values will change due to marriage, etc., and that the evaluation of the added value of a product when purchasing a product will depend on the values at that time. The basic values formed during the growth period will not change but disappear due to changes in life stages such as marriage, economic trends, and events, and some or all of the basic values become latent or For example, after a child becomes independent or retires after retirement, the original basic values formed during the growth period become apparent, and the added value of a product is evaluated based on these basic values Is also possible.

  In other words, the inventors of the present invention believe that basic values are formed during the growth period, and that these basic values continue to exist as a basis thereafter. And the basic values that become the basis of this change, but not disappear, are affected by the effects of marriage, childcare, child growth, child independence, large-scale bankruptcy and pension system collapse, economic trends, and rising prices. I don't think so.

  As mentioned above, values created in the basic values formation period are called “basic values”, and values that have changed due to the influence of various factors thereafter are called “variable values”. , A variable value with a change in basic values due to factors such as a certain event or a change in life stage is generated and manifested, and the value added of the product is evaluated based on this variable value and the product is purchased. This is the basic idea of the inventors. Note that, for example, even in the same event, the degree of influence and how it is affected vary from generation to generation.

The basic values of each generation are thought to be formed under the influence of the following factors during the basic values formation period, and typical examples are listed below.
(1) Influence of parental values;
(2) Education system (excessive competition for exams, clear education, evaluation that does not give superiority or inferiority);
(3) Economy (business trend, bubble, depression, large bankruptcy, rising prices) and social events (crime, terrorism, war, etc.);
(4) Technology (spread of TV, spread of mobile phones, spread of cars, sedan to one box car, etc.):

  For example, even if it is the same event, the age at which it occurs varies from generation to generation, and how it is affected varies from generation to generation. For example, the influence of parental values may form values that deny parental values if the growth period is a generation in war. If you are a generation of parents who view parent-child relationships as an extension of your siblings, your child may positively accept the values of the parents and accept them and form the basic values. Therefore, although the basic values of each generation are formed while being influenced by the parents' values, growth events and the educational system, the degree and influence of each generation's basic values varies from generation to generation. It is verified on the assumption.

As described above, the basic values of each generation change in the subsequent basic value change period. The following are typical examples of factors that change human values.
(1) Economy (business trend, bubble, depression, large bankruptcy, rising prices) and social events (crime, terrorism, war, pension system collapse, environmental destruction, etc.);
(2) Technology (spread of TV, spread of mobile phones, energy saving technology);
(3) Change in social structure (from seniority to merit)
(4) Life stage changes such as single, marriage, childcare, child independence, senior:

  Factors affecting human values such as economic, social events, technology, changes in social structure, changes in life stages, etc. it is conceivable that. Therefore, based on this assumption, it is only necessary to verify the values of fluctuations on the assumption that each generation has different ways of impact and the degree of influence due to past events and current events. A questionnaire survey should be conducted for this verification.

  The basic values of each generation are based on events such as events during the formation of basic values, parental values (fluctuating values during the child's growth period), events, etc. And stored in the basic values database. An example of basic value data of each generation included in the basic value database is shown in FIG. After that, events such as events that may have affected human values, and the degree of impact and how they are affected by each generation are tagged with one or more keywords for each event. Databaseized.

  In addition, the variable values in which the basic values of each generation have changed due to the influence of subsequent events, etc. are compiled into a database (“variable values database”). It is recommended to survey each generation for the verification of this variable value. An example of each variable value data of each generation included in the variable value database is shown in FIG.

  In addition, human values change depending on factors such as single, marriage, childcare, child independence, and senior life stage changes, but the direction of this change does not vary greatly from generation to generation. For example, if you get married and have children, the value of taking care of your family arises. However, the extent to which these values affect basic values varies from generation to generation. Therefore, the life stage database (“life stage database”), which is one of the factors that affect values, includes changes in general values that accompany changes in the life stage, such as single, marriage, and childcare. The data is created by verifying the generation and the degree of influence on the basic values due to stage changes. For this verification, it is better to conduct a questionnaire survey or interview survey using paper or the web.

  Preferably, the relationship between the added value of past hit products or notable products and the values of each generation who purchased them is analyzed, and the database including the relationship is created as a database of product data ( "Product database"). By accumulating this product database and increasing its analysis accuracy, the analysis accuracy of the causal relationship between human values and the added value of products can be increased.

  FIG. 4 is a diagram for explaining a value belt table related to the present invention. In FIG. 4, the vertical axis indicates age (aging), the horizontal axis indicates the era, and the belt extending diagonally to the lower right indicates the transition of values of each generation. In the following description, the belt extending diagonally to the lower right is called a “value belt”, and the table in FIG. 4 is called a “value belt table”. FIG. 4 shows values belts of generation A to generation E. As long as basic values are shared, it is not necessary to divide generations within a certain range, for example, every 10 years. In other words, the width of the values belt may be defined with a certain width, for example, 10 years, but if the basic values are common, one generation will be defined with a five-year birth year and another generation Is defined by the year of birth of 8 years, and another generation may be defined by the year of birth of 12 years. In this case, the belt of values belts may vary depending on the generation. Will be created.

  As described above, the basic values created in the basic value formation period change as the subsequent life stage changes. In order to differentiate from the basic values described above, the changed values are called “variable values”. The values belt of each generation in the values belt table depends on factors that affect the values such as events. It can be said that the change of the changed values of values, that is, the group of values of values is displayed visually. In other words, the values belt is composed of a group of basic values and the subsequent variable values of each generation, so it can be said that the values belt is a history of changes in basic values, and will be explained later. As can be seen, it can include inferred future variable values. In FIG. 4, bachelor, family, and senior are classified according to age, but this is only a general example.

  FIG. 5 illustrates a market analysis support system 1 including generation and display of a value belt table. Reference numeral 2 denotes a server, to which one or a plurality of personal computers 3 are connected, and a printer 4 is connected. In addition, a plurality of databases are constructed in the server 2, and the database includes a database about basic values (basic values DB) 5 and a database about variable values (variable values DB) 6. The variable values DB 6 includes the history of the variable values of each generation and various data and information related thereto, current variable values and various data and information related thereto, future variable values and this. Various data and information on which the prediction is based are stored.

  The database includes a database (event DB) 7 related to events such as past events. In addition to events that have influenced human values, changes in social structure, etc., data and information related to each event are tagged and stored in this event DB 7, and for each generation, The results of analyzing the degree of influence and how it is affected are compiled into a database with factors classified, for example, in the form of weighting.

  Moreover, the database (life stage DB) 8 regarding a life stage is included as one of factor databases. In the life stage DB 8, for example, regarding singles, “family” is a value that would normally be held by a single person such as “I want to be loved”, “I want to be liked by the opposite sex”, “I want a friend”. If you are a family with children, such as “Children are important (worries about the future of children)” and “I want to be family-friendly”, the values that would normally be held are remembered. For generations A to E, the results of analyzing the degree of influence and how it is affected are compiled into a database in the form of weighting, for example. If you are a “senior,” each generation, along with the values that people of retirement age generally have, such as “health is important”, “I want life worth”, “I want a friend” As for A to E, the results of analyzing the degree of influence and how to receive the influence are stored in a database in the form of weighting, for example.

  For example, generation C to generation E shown in FIG. 4 are not currently senior, but when they become “senior” in the future prediction, taking into account the degree of influence on value and how it is affected, the life stage Fluctuating values due to changes in For this purpose, it is preferable to create a database of the results of analyzing the degree of influence and how they are affected by changes in values due to changes in the life stage of each generation. In addition, as for the life stage classification, single (young), family, and senior are shown in FIG. 4 as an example, but these are subdivided and classified by single, marriage, childcare, child advancement period, etc. However, for each life stage, for example, weighting the results of analyzing the degree of influence and how it is affected by changes in values and life stages in the subdivision into men, women, men and women, annual income, number of children, etc. It is also possible to create a database in the form of various information regarding each life stage from a hierarchical menu. Thereby, the analyst can obtain information on each life stage regarding each generation A to E through the monitor 3a (FIG. 5) from various angles and at a depth of interest.

  As a further additional database, a database (product DB) 9 regarding products hit in the past or products to be noted should be included. In the product DB 9, data and information analyzing customer values of past notable products and past hit products and customer values are analyzed to determine which added value of hit products and what values. Data and information analyzing whether it has been accepted by are stored. In addition, the data and information of each product included in the product DB 9 includes the sales time of the product, the economic index at that time (for example, effective job offer ratio, GDP), the era of the time (for example, strong consumer desire, women's It is also possible to include various information related to products from the hierarchical menu on the monitor 3a (FIG. 5). In addition to this, the database group 11 includes a database group 11 in which individual factors relating to factors affecting human values (including gender and sex) and information related to consumption are databased. That is, as one of the database group 11, for example, in the family stage of the life stage, environmental factors that lead to consumption such as “investment in children depends on annual income” may be prepared as a consumption-related factor database. . Furthermore, as one of the database groups 11, a relationship between values and consumption (for example, investment in children is useful for children in the future) may be prepared as a consumption-related supporting database.

  FIG. 6 is an explanatory diagram showing an example of how to use the value belt table as an example of use of the market analysis support system 1 (FIG. 5). For example, if there was a large-scale bankruptcy around 1997, and this large-scale bankruptcy was a symbolic event of the economy at that time, the value of each generation was affected by this large-scale bankruptcy event and the values changed. For example, when looking at changes in the values of young people, Young's values at the time of 1993 were status-oriented, tended to direct young executive careers, spending stretched, Suppose that she is defined as taking care of her boyfriend. On the other hand, Young's values in 2000 after a large bankruptcy are life-size oriented, directing themselves, consuming a sense of balance that is not overwhelming, If defined as important, this change in Young's values can be seen as a result of generations and large bankruptcies.

  In addition, the generation who was young at the time of 1993 changed the life stage into a family with the passage of time, and around 2000, it was discerning and polite, creating a happy family and eliminating anxiety and inconvenience If consumption is defined and it is defined that children, wife, self, and parents are taken care of, this change in values can be seen as a change in life stage and the influence of large-scale bankruptcy. Accordingly, the values belt table is displayed on the monitor 3a of the personal computer 3 and, for example, when an analyst operates the mouse (not shown) to place the pointer at a desired age of a desired generation, the values at that time are displayed. For example, it is preferable to display text in a pop-up format, and if you move the pointer and place it in the desired era of the next desired generation, the current value of that generation will be displayed in text. It is good to be done. Of course, when there are one or a plurality of desired eras of a specified desired generation, these values may be displayed in a line, for example, in the right space on the monitor.

  In addition to this, it is possible to enumerate events that triggered the generation of values to be displayed, for example, keywords such as large-scale bankruptcy. The analysis data may be displayed by a simple operation as to what factors contributed to the sense of values. Further, analysis data relating to the hit product at that time may be displayed by a simple operation. These can be realized by associating each data of the event DB 7 and the product DB 9 with the fluctuation values of the value belt in advance and systematizing them.

  FIGS. 7 to 9 are diagrams for explaining examples of utilization of the value belt table relating to product planning as examples of utilization of the market analysis support system 1 (FIG. 5). Referring to FIG. 7 and FIG. 8, as a past example, in relation to a hit product (not particularly limited to a hit product) and the generation that purchased it, the values and hits of that generation at that time Analyzing the relationship with the added value of products, creating a database, and accumulating various product data (product DB9), hypothesis when putting new products on the market at the product planning stage Based on this future hypothesis, the value A of the future customer (target customer) is predicted, and the added value of the possibility that the assumed value A leads to consumption behavior is analyzed. A new added value to be added to the product can be estimated. For example, it is preferable to include a keyword related to values in the data of each product included in the product DB 9, extract product data related to the keyword of the predicted value A from the product DB 9, and display the product data on the monitor 3a. .

  During product planning or product development, future customer values A are predicted based on various future hypotheses, and various data such as DBs 5 and 6 are stored in the monitor 3a of the personal computer 3. It is convenient to use the value belt table to predict the new added value a that should be included in the new product to be put on the market while displaying it, and various data and information such as various DBs 5 and 6 are displayed on the monitor 3a. However, it is possible to analyze the relationship between a future customer's sense of values A based on a future scenario by setting a future hypothesis and a new added value a that may lead to consumption behavior.

  More specifically, referring to FIG. 9, data obtained by analyzing the relationship between the added value of each product and the values of the generation who purchased the product is accumulated in the product DB 9 for many past products. Then, virtually set events that are likely to affect values at the time of launching new products into the market (setting future hypotheses), data on factors such as past events related to the hypothesis, and Information is extracted from the event DB 7 using a keyword, and the extracted past one or more data is displayed on the monitor 3a displaying the value belt table, and is included in the past event data. Information on how each generation is affected by the event is displayed on the monitor 3a displaying the value belt table. Further, if there is a change in the life stage in each generation when a new product is put on the market, necessary information from the life stage DB 8 is displayed on the monitor 3a displaying the value belt table.

  In the prediction of future values and added value associated therewith, if necessary, it is preferable to install a program for executing text mining on the server 1 or the personal computer 3 by using a text mining technique. By using text mining, for example, useful keywords can be derived from a large group of sentences collected by questionnaire surveys using mathematical and statistical techniques. Necessary information may be displayed on the monitor 3a. In particular, it is convenient to use text mining when searching for keywords of factors such as future events when setting a hypothesis.

  The analyst uses the information and data displayed on the monitor 3a of the personal computer 3 to determine the values at the time of launching a new product in the future scenario based on the hypothesis for each generation or for the target generation. The product DB 9 is extracted from the product DB 9 and is monitored using the estimated value or a value close to the estimated value based on the estimated value. The added value that can be urged to be consumed by the generation of the estimated values is estimated by displaying them on 3a and referring to them. If all generations are to be analyzed, the values that can be assumed in the future are estimated for each generation, and the added value associated with the estimated values may be analyzed. Further, if there are a plurality of future events, the values that can be assumed in the future are estimated for each event and for each generation, and the added value associated with the estimated values may be analyzed. And it is good to memorize | store the added value of an analysis result in the fluctuation value database 6 in relation to the corresponding fluctuation value of the applicable generation.

  In the future market analysis described above and in the past market analysis, it is important to know the past history of each generation. FIG. 10 is a diagram for explaining an example in which various information is displayed using the value belt table. In FIG. 10, only the value belts of a specific generation are extracted and drawn. However, this is for explanation, and the value belts of each generation are similarly displayed in the value belt table. I want you to understand. Each values belt should be able to identify the basic values and then the changed values (1) to (5) from the present to the present by color or pattern classification.

  When the analyst designates, for example, a basic value with a pointer in a desired value belt displayed on the monitor 3a, a display for selecting male, female, or gender common is displayed on the right side of the popup or value belt table, for example. When one of them is specified, the display is switched to the selection of the parent's values, values, affected events, and the like. For example, when a parental value is selected, the parental value of the generation is displayed in text, and when a value is selected, the basic value is displayed in text. In addition, when an affected event is selected, a list of events (including the educational system) that the generation was affected in forming the basic values is displayed, and a desired event is selected from the listed event group. When is selected, the details of the event are displayed as characters, graphs, images, or the like.

  In addition, when the analyst specifies, for example, variable values (4), on the right side of the values belt table, for example, on the right side, it switches to a display that selects a life stage such as single, family, and if you specify one of them, A display for selecting male, female, and male / female appears on the monitor 3a. If one of them, for example, a man is designated, the display is switched to a screen for selecting an affected event, the value of change, a past case, and the like. For example, if an affected event is specified, a list of events that affected the change in the values (4) of the generation of men for that generation of men will be displayed. When a desired event is selected from the above, details of the event are displayed by characters, graphs, images, and the like. In addition, when the variable values are designated, details of the variable values (4) of men of the generation are displayed. In addition, if a past case is specified, a list of products for which males of the generation have caused consumption behavior is displayed, and if a desired product is specified, the added value of the product or the values that the males of the generation have reached consumption behavior are displayed. And the relationship between the values and the added value of the product.

  In addition, if the future fluctuation values of the generation have been estimated, by storing this in the fluctuation values DB 6, various information that is the basis for the estimation when the estimated fluctuation values are specified. Can be displayed on the monitor 3a (FIG. 5) of the personal computer 3.

  The basic values data of each generation may be diverted from basic values that have already been widely recognized through the media, etc., in order to increase the accuracy of this generally known basic values of each generation. It is good to verify. The specific method will be described with reference to FIG. 11. First, a factor that seems to have been influenced in the generation of basic values of the generation is read from the event DB 7 and displayed on the monitor 3a (S100, S101). . Further, the values of the parent at that time are read from the variable values DB 6 and displayed on the monitor 3a (S102, S103). Further, each extracted factor (for example, event), the degree of influence of the parent, and how to receive the influence are read from the event DB 7 and the variable values DB 6 and displayed on the monitor 3a (S104, S105). The analyst looks at these indications and displays the information on the basic values of the generation, which is generally said in some cases, on the monitor 3a or by referring to the literature describing the information, etc. A definition is given to the values (S105) and stored in the basic values DB5. By performing this operation for each generation, a definition can be given to the basic values of a series of generations, and the definition of the basic values that have already been defined can be verified.

  For the data of variable values of each generation, the definition of values that are already widely recognized through the media and the like may be used, but verification should be performed in order to increase the accuracy of the definition. The specific method will be described with reference to FIG. 12. First, the basic values of the generation are read from the basic values DB 5 and displayed on the monitor 3a (S200, S201). Also, an event that seems to have influenced the values is read from the event DB 7 and displayed on the monitor 3a (S202, S203). Furthermore, general values such as life stage, single (young), family, and general values based on gender are read from the life stage DB 8 and database 10 and displayed on the monitor 3a (S204, S205). Furthermore, the degree of influence of each extracted event and life stage and how to receive the influence are read from the event DB 7 and life stage DB 8 and displayed on the monitor 3a (S206, S207). The analyst looks at these displays and, in some cases, displays information on the values of the generation at that time, which is generally said, on the monitor 3a, or refers to the literature describing the generation, and the like. A definition is given to the fluctuation values (S208), and this is stored in the fluctuation values DB6. This is done at the point when the values of each generation seem to have changed, and the values of each generation that have already been defined can be verified.

  It is better to check the target generation's view of the brand during product development. This brand view includes (1) a brand view regarding a manufacturer and (2) a brand view regarding a specific product group (product category). Taking automobiles as an example, for example, if the target generation of the company has a brand view of “luxury” or “high quality”, the development of vehicles with specific new added value without sacrificing quality Need to proceed. In other words, advancing development against the target generation's brand view is equivalent to developing a mismatched car for the target generation.

  Returning to FIG. 5, the market analysis support system 1 further includes a brand information database (brand information DB) 10. It is well known that branding is important in market analysis. When it comes to automobiles, it is believed that the brand concept that I received when I first purchased my car will continue. In other words, it is the first time in my life to have a brand view in a car category (A car, B car genre classification, one box car, sedan genre classification) or a brand view for an automobile manufacturer, which is a product type or industry classification. It is thought that it affects the purchase of the second, third, etc., once the brand has been created based on the impression received when purchasing a car.

  For example, if you are a manufacturer who has the result of motor sports when you are in your twenties when a generation begins to own a car, that is, an event that gives an image of superiority or inferiority related to products, The car manufacturer will have a brand view of “manufacturers that develop high-performance engines” and “manufacturers that are strong in sports cars”. Similarly, for a vehicle (A brand) hit in a specific vehicle type category (for example, a one-box car) when a generation begins to own a car, it is specified in the relationship between the specific vehicle type category and the A brand. Will have a brand view.

  When developing a vehicle with new added value estimated from the market analysis described above, this new added value has a brand view that the target generation has for the company and the type of vehicle model that it is trying to develop. It is recommended to consider whether it is consistent with the brand view (Figure 5).

  Data and information necessary for checking the consistency are stored in the brand information DB 10. Specifically, the management status, sales strategy, information on hit cars, economic information such as oil shocks, bubbles, etc., brand view by vehicle category, brand view of each car manufacturer when each generation was in their 20s. Are stored in the brand information DB 10.

  Information and data stored in the brand information DB 10 are input in advance by analysts, but can be displayed on the monitor 3a as exemplarily shown in FIG. For example, in the values belt table, for example, a brand view display button 13 is prepared. By clicking this button 13, each generation's own brand view and brand view of each vehicle category are displayed in a list or hierarchized on the monitor 3 a. Is displayed. In the value belt table illustrated in FIG. 13, only the generation D is extracted and the value belt is illustrated, but it should be understood that values belts of other generations are also displayed at the same time. )

  In addition, in the values belt table of FIG. 13, an outline of the company's own brand view D of the generation (generation D in the illustrated example) or the brand view can be obtained by an analyst's operation such as placing a pointer on the 20s portion. The information that is input in advance by the analyst and stored in the brand information DB 10 is executed, such as the background that caused the generation of D, the list of vehicles that were sold at that time, the brand view in each vehicle category, etc. Then, information such as the brand view of the generation D and the background that caused the generation is displayed on the monitor 3a.

  Further, in the value belt table of FIG. 13, the fluctuation value of the generation (generation D in the illustrated example) at that time by the operation of the analyst such as placing a pointer at a desired era in the area of the fluctuation value group of each generation. In addition to the view and the added value accepted by the fluctuating value, information such as the brand strategy at that time, the brand name of the vehicle introduced at that time, the photograph, the added value, the sales situation, and the like are displayed on the monitor 3a. Of course, the brand view of the generation D may be displayed on the monitor 3a at the same time.

  FIG. 14 may display a brand view belt table similar to the value belt table described above with reference to FIG. 4 on the monitor 3a. According to the brand view belt chart of FIG. 14, the company's own brand view of each generation A to E is displayed for each belt, and clicking on the 20's part causes this brand view to be generated. In addition to information on the brand's view of the generation, such as the list of vehicles launched at that time, the brand's view in each vehicle category, and the background that caused this generation, the basic value of the generation The view is displayed on the monitor 3a. When you click on a specific period of each generation, in addition to the variable values at that time, the added value that is accepted by this variable value (already stored in the variable values DB6), the brand at that time Information such as the strategy, the brand name of the vehicle introduced at that time, a photograph, added value, and the sales situation is displayed on the monitor 3a.

  In the market analysis support system 1, by making it possible to display the brand view of each generation on the monitor 3a, this brand view can be easily made common to a plurality of analysts. In addition to this, during product development, the market analysis support system 1 is used to determine the future variable values of the target generation, and the added value accepted by the target generation based on this variable value When the details of a product to be developed are determined in consideration of this, the brand view of the generation and the added value are displayed together with the estimated added value on the monitor 3a. It becomes easy to check the consistency. In addition, the market analysis support system 1 can be used to search for added value that positively changes the negative brand view of each generation, for example, to improve the accuracy of marketing including brand strategy. it can.

It is a figure for explaining transition of human values. It is a figure for demonstrating the matter contained in the data of the basic values formed in the growth period of each generation. It is a figure for demonstrating the matter contained in the data of the variable values in which the basic values of each generation changed after that. It is a figure for demonstrating a value belt table | surface. It is a figure which shows the outline | summary of the whole structure of a market analysis support system. It is a figure for demonstrating one utilization example of the value belt table displayed on the monitor of a market analysis support system. It is a figure for demonstrating the market analysis in the product plan which sets various future hypotheses and presumes the future customer's values and the new added value which a new product should have. It is a figure for demonstrating utilization of a database in the technique of the market analysis shown in FIG. As a past example, it is a diagram for analyzing the relationship between the added value of products and customer values and creating a database, and explaining the use of this database at the product planning stage. It is a figure for demonstrating the example which displays the required information on a monitor by hierarchizing by designating the desired age of the value belt of each generation of the value belt table of a display on a monitor. It is a flowchart for demonstrating an example of the method of estimating the basic values which a generation of a child will form in the future. It is a flowchart for demonstrating an example of the method of estimating the variable values which the values of each generation will change and form in the future. It is a figure for demonstrating the information regarding the brand view which can be displayed on a monitor in a value belt table | surface. It is a figure for demonstrating the brand view belt table | surface mainly based on the brand view of each generation as a modification of a value belt table | surface.

Explanation of symbols

DESCRIPTION OF SYMBOLS 1 Market analysis support system 2 Server 3 Personal computer 3a Monitor 5 Basic values database 6 Variable values database 7 Event database 8 Life stage database 9 Product database 10 Brand information database 11 Various database groups

Claims (4)

A monitor display method for supporting market analysis using a market analysis support system including a computer equipped with a monitor and a database,
The database categorizes the basic values database that stores the basic values of each generation formed during the growth period, and the factors that affect human values, and changes the values for each factor. The basic values will change under the influence of various factors stored in the database, past variable values that the basic values have changed under the influence of the factors, and factors based on the analyst's hypothesis. A variable values database that stores future variable values, and a brand information database that stores information about products and brands for each generation of companies that provide the products to the market, and information about the background that led to the brand view Including
The monitor can display a belt of values belt with age on the vertical axis and time on the horizontal axis.
The values belt table has values belts of each generation that extend obliquely to the lower right and indicate changes in values of each generation,
A monitor display method in market analysis support, wherein the brand view and background of each generation stored in the variable values database can be displayed on a monitor in association with the value belt table.   The market analysis according to claim 1, wherein the company that provides the products stored in the brand information database to the market is an automobile manufacturer, and the brand information database stores a brand view of 20s in each generation. Monitor display method in support.   The monitor display method in market analysis support according to claim 1, wherein the brand view of each generation can be displayed simultaneously on the monitor.   In the variable value database, the added value accepted by the variable value is stored together with the estimated future variable value of each generation, and the added value can be displayed on the monitor together with the brand value. Item 3. A monitor display method in market analysis support according to Item 2.

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