自20世纪80年代以来,离散选择模型(discrete choice models)在营销研究中被广泛采用。三十多年来,该模型为推动定量营销研究的进步发挥了不可或缺的作用。本文系统回顾和梳理了离散选择模型在定量营销研究中的应用和拓展。我们从离散选择模型的理论基础出发,介绍了传统Logit和Probit选择模型的基本假设和模型结构。更重要的是,我们梳理了营销学者们三十多年来为突破传统选择模型的局限性而对其所做的拓展。最后,本文指出了离散选择模型在营销研究中的应用前景和方向。本文将帮助营销学者们更好地了解离散选择模型的发展现状,并促进营销学者们对该模型做进一步改进和拓展。 Discrete choice models have been widely adopted in marketing research since the 1980s. For more than three decades, this model has played an indispensable role in promoting the progress of quantitative marketing research. This article systematically reviews and combs the application and development of discrete choice model in quantitative marketing research. Based on the theoretical foundation of discrete choice models, we introduce the basic assumptions and model structures of the traditional Logit and Probit choice models. More importantly, we have explored what marketing scholars have done to overcome the limitations of the traditional selection model for more than three decades. Finally, this paper points out the application prospect and direction of discrete choice model in marketing research. This article will help marketers better understand the current state of discrete choice models and encourage marketers to further improve and expand the model.