本文選題：品牌結構 + 綜合評價��； 參考：《上海交通大學》2008年碩士論文

【摘要】： 在日益激烈的競爭環(huán)境下,如何通過制訂有效的品牌組合戰(zhàn)略,設置合理的品牌結構來整合企業(yè)品牌資源,是企業(yè)發(fā)展必須解決的問題。而在品牌整合過程中,品牌結構設置又是關鍵問題。企業(yè)需要構建最適合于贏得競爭優(yōu)勢的品牌結構,因為不合理的品牌結構會對消費者對企業(yè)產品的認知帶來負面影響。因此,選擇一套有效的品牌結構綜合評價方法對品牌整合具有至關重要的作用�；谶@個意義,本論文提出了基于BP神經網絡的企業(yè)品牌結構評價方法。文章的研究目的在于借助定量研究的形式,將那些對品牌結構設置產生重要影響的關鍵因素描述出來。在此基礎上,構建一套適用于品牌結構評價的指標體系和評價方法,為企業(yè)品牌結構評價與設置提供科學有效的依據。 對基于BP神經網絡的品牌結構評價的研究主要包括兩個方面,其一是品牌結構評價指標體系的建立,其二是基于Matlab神經網絡方法的品牌結構評價模型研究與應用。 文章首先通過文獻閱讀與源分析,系統(tǒng)地總結了已有研究中對品牌結構設置或品牌整合影響因素的討論。從消費者、市場和企業(yè)內部三個角度深入系統(tǒng)分析了對企業(yè)品牌結構設置產生影響的關鍵因素。然后,本研究確定了以洗發(fā)水行業(yè)為實證行業(yè),選取多家業(yè)內代表企業(yè)采集訓練樣本。本研究通過文獻檢索與網絡查詢獲得樣本企業(yè)的市場表現(xiàn)數據,同時以市場調研獲得消費者評價方面的數據,再通過專家打分獲得評價結果。最后,通過指標值與輸出值的標準化處理獲得用于模型學習的樣本。之后,筆者再將獲得的學習樣本代入利用Matlab神經網絡工具箱構建的神經網絡模型學習訓練,得到用于實證行業(yè)的品牌結構綜合評估模型,并通過仿真檢驗模型的有效性。 研究證明,該模型能有效反映品牌組合對企業(yè)品牌資源和綜合競爭能力的影響,可以用于指導品牌整合的具體實踐。
[Abstract]:Under the increasingly fierce competition environment, how to integrate enterprise brand resources by making effective brand combination strategy and setting up rational brand structure is a problem that must be solved in the development of enterprise. In the process of brand integration, brand structure is a key issue. Enterprises need to construct the brand structure that is most suitable for winning competitive advantage, because the irrational brand structure will bring negative influence to the consumers' cognition of enterprise products. Therefore, choosing an effective comprehensive evaluation method of brand structure plays an important role in brand integration. Based on this meaning, this paper puts forward a method of enterprise brand structure evaluation based on BP neural network. The purpose of this paper is to describe the key factors that have an important impact on brand structure setting by means of quantitative research. On this basis, a set of index system and evaluation method suitable for brand structure evaluation are constructed to provide scientific and effective basis for enterprise brand structure evaluation and setting. The research of brand structure evaluation based on BP neural network mainly includes two aspects, one is the establishment of brand structure evaluation index system, the other is the research and application of brand structure evaluation model based on Matlab neural network. Firstly, through literature reading and source analysis, this paper systematically summarizes the discussion on the factors influencing brand structure setting or brand integration. This paper analyzes the key factors that influence the brand structure from three aspects: consumer, market and enterprise. Then, this study identified the shampoo industry as the empirical industry, select a number of industry representatives to collect training samples. In this study, the market performance data of sample enterprises are obtained by literature retrieval and network query, and the data of consumer evaluation are obtained by market research, and the evaluation results are obtained by experts. Finally, the sample for model learning is obtained by standardizing the index value and the output value. After that, the author puts the learning samples into the learning training of neural network model constructed by Matlab neural network toolbox, and obtains the comprehensive evaluation model of brand structure used in empirical industry, and verifies the validity of the model through simulation. It is proved that the model can effectively reflect the influence of brand combination on brand resources and comprehensive competitiveness, and can be used to guide the practice of brand integration.
【學位授予單位】：上海交通大學
【學位級別】：碩士
【學位授予年份】：2008
【分類號】：F273.2

【引證文獻】

相關碩士學位論文 前3條

1 尹斐;“5100”利用WEB2.0網絡媒體進行品牌建設的研究[D];中國地質大學（北京）;2011年

2 張?zhí)煸?基于神經網絡的自動尋邊系統(tǒng)的研究與設計[D];東北大學;2008年

3 趙明忠;基于BP神經網絡和證據理論的煤礦生產物流系統(tǒng)評價[D];鄭州大學;2010年

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本文編號：1818641