基于MNL模型的北京大学生信用卡销售促销效果评估中国人民大学孙华冲目录摘要......................................................................................................................................................2关键词..................................................................................................................................................3一、引言..............................................................................................................................................4二、文献综述......................................................................................................................................4三、模型的阐释..................................................................................................................................53.1模型的界定...........................................................................................................................53.2模型的估计...........................................................................................................................7四、指标提取与样本分布..................................................................................................................8五、模型结果拟合检验....................................................................................................................10六、结果初步分析............................................................................................................................116.1品牌的固有效用参数..........................................................................................................116.2用户特征的共同变量.........................................................................................................126.3品牌特征及促销手段对办卡、有效开卡的影响..............................................................13七、基于市场占有率的促销效果评估............................................................................................147.1模型分析介绍.....................................................................................................................147.2计算结果及分析.................................................................................................................157.2.1建设银行.................................................................................................................157.2.2招商银行.................................................................................................................177.2.3中信银行.................................................................................................................187.2.4工商银行.................................................................................................................207.2.5福建兴业银行.........................................................................................................21八、结论与建议................................................................................................................................23九、研究的局限性............................................................................................................................24感谢..............................................................................................................................................
