摘 要
随着中国工业行业的发展，工业生产受到微生物污染而造成的损失也日益剧增，因此，
杀菌剂正受到越来越多的关注。作为杀菌剂的供应商，了解下游客户群体的需求，开发出满足
客户需求偏好的产品显得尤为重要。

本文主要从两个方面来分析目标顾客群体的需求：
（1）应用手段－目的链方法
(MEC)
, 分析了客户选择杀菌剂产品的动机，通过阶梯法深
度访谈，逐步剖析了客户对于杀菌剂产品属性层、利益层和价值层的关注倾向，并由此建立了
客户群体从属性到利益到价值的内在联系。

（2）应用结合分析方法分析消费者对不同产品组合的偏好，应用SPSS软件分析消费者赋
予的不同属性的重要性、产品属性和属性水平效用值，得到消费者对不同产品组合的偏好倾向，
进而模拟预测新产品的市场份额。

本文针对杀菌剂产品进行了客户的需求偏好分析，为本公司新产品的推广计划提供了一
些有价值的建议，同时，为行业的发展起到一定的推动作用，具有较强的现实指导意义。

关键词：手段－目的链，结合分析，偏好，客户需求
ABSTRACT
With the fast development of Chinese industry, the economic lost from
the micro pollution is more and more heavily by day and day, so, it is
becoming highlighted steadily for the biocide by the end users in the
industries. As the supplier of biocide, understanding the demand preference
and satisfying the targeted customers through developing right products are
very essential.
The thesis studied the customers’ demand preference through two
aspects:
(1) Based on MEC theory: The thesis analyzed the motivation behind
the choice behavior. Using the laddering method, step by step researched the
customers’ attention incline about the products’ attributes, consequences and
values, set up their inner connection among the three.
(2) Based on Conjoint analysis: By using SPSS software, measured the
relative attributes importance, attribute level utility, and total production
utility for the total investigated group and separated sub-group, found the
demand preference for customer groups. Moreover, it simulated the new
products’ market share by this model.
The thesis analyzed the biocide product’s demand preference, with the
findings, it can give the reference for the new product development program
for the company which the author works in, and meanwhile, it can provide
the help for the biocide industry development. So, it has very strong reality
meanings.
KEYWORDS: MEC, conjoint analysis, preference, customers’ demand