服裝品牌形象評價體系研究
發(fā)布時間：2018-10-30 10:08
【摘要】： 隨著市場發(fā)展和消費者品牌消費意識的形成,商家決定勝負的關(guān)鍵已經(jīng)不僅僅是產(chǎn)品本身,而是整個品牌形象的建設和推廣。因此,樹立良好的品牌形象,客觀公平地評價品牌形象就極為重要。建立細分量化的品牌形象評價體系,能夠合理的評價品牌整體形象,有助于企業(yè)準確掌握其營銷策略的成效,找出與同類產(chǎn)品品牌形象的優(yōu)勢和差距,加強品牌的個性塑造,加速品牌的提升和發(fā)展。 本文在系統(tǒng)總結(jié)品牌形象的內(nèi)涵、品牌形象的形成過程、品牌資產(chǎn)、企業(yè)形象識別、品牌識別、消費者的購買行為及影響因素、消費者滿意度、服裝體驗營銷等相關(guān)理論的基礎上,結(jié)合服裝市場營銷的特點,提出服裝品牌形象評價體系構(gòu)架。并采用模糊層次分析法與專家調(diào)查相結(jié)合的方法,確定了服裝品牌形象評價體系各層評價指標的權(quán)重值,建立了服裝品牌形象評價體系。 為驗證品牌形象評價體系的合理性,本研究選擇同類同檔次的服裝品牌作為評價對象,分別利用綜合排序法和本評價體系對服裝品牌形象進行測評,結(jié)果表明該服裝品牌形象評價體系的測評結(jié)果與直接排序結(jié)果具有很好的一致性。驗證了本研究提出的品牌形象評價體系的合理性與可行性,為服裝業(yè)評價和提升品牌形象提供了有用的工具。 為方便評價體系的推廣和應用,本研究根據(jù)相關(guān)分析結(jié)果,確定出品牌形象體系中的重要評價項,建立了中檔女裝品牌形象簡化評價體系。通過實證研究驗證,簡化體系的評價結(jié)果與原評價體系的結(jié)果吻合,且與綜合排序結(jié)果具有一致性,證明簡化體系具有可行性。 最后,本研究將簡化評價體系作為框架,運用C#語言編寫中檔女裝品牌形象在線調(diào)查的基礎程序,以方便企業(yè)適時開展調(diào)查,及時對其品牌形象進行維護。 本文雖然僅以女裝品牌為例進行驗證研究,但該品牌形象評價體系可以進一步推廣應用于其他服裝品牌的形象測評。
[Abstract]:With the development of market and the formation of consumer brand consumption consciousness, the key to the success or failure of the business is not only the product itself, but also the construction and promotion of the whole brand image. Therefore, the establishment of a good brand image, objective and fair evaluation of brand image is extremely important. The establishment of a subdivision and quantification evaluation system of brand image can reasonably evaluate the overall image of the brand, help enterprises accurately grasp the effectiveness of their marketing strategies, find out the advantages and gaps with the brand image of similar products, and strengthen the shaping of the brand personality. Accelerate the promotion and development of the brand. This paper systematically summarizes the connotation of brand image, the forming process of brand image, brand equity, corporate image identification, brand identification, consumer purchase behavior and influencing factors, consumer satisfaction, Based on the theory of clothing experience marketing and the characteristics of clothing marketing, the evaluation system of clothing brand image is put forward. With the combination of fuzzy analytic hierarchy process (AHP) and expert investigation, the weight value of each evaluation index of clothing brand image evaluation system is determined, and the clothing brand image evaluation system is established. In order to verify the rationality of the brand image evaluation system, this study selects the same class of clothing brand as the evaluation object, respectively using the comprehensive ranking method and this evaluation system to evaluate the clothing brand image. The results show that the evaluation results of the clothing brand image evaluation system are in good agreement with the direct ranking results. It verifies the rationality and feasibility of the brand image evaluation system proposed in this paper and provides a useful tool for clothing industry to evaluate and promote brand image. In order to facilitate the popularization and application of the evaluation system, according to the relevant analysis results, this study determines the important evaluation items in the brand image system, and establishes a simplified evaluation system for the brand image of mid-grade women's wear. The results of the empirical study show that the evaluation results of the simplified system are consistent with the results of the original evaluation system and are consistent with the comprehensive ranking results, which proves that the simplified system is feasible. Finally, this research takes the simplified evaluation system as the frame, uses the C # language to compile the middle grade women's brand image online investigation basic procedure, in order to facilitate the enterprise timely to carry out the investigation, timely carries on the maintenance to its brand image. Although this article only takes the women's clothing brand as an example to carry on the verification research, but this brand image appraisal system may further popularize and apply to the other clothing brand image appraisal.
【學位授予單位】：蘇州大學
【學位級別】：碩士
【學位授予年份】：2008
【分類號】：F407.86
本文編號：2299700
[Abstract]:With the development of market and the formation of consumer brand consumption consciousness, the key to the success or failure of the business is not only the product itself, but also the construction and promotion of the whole brand image. Therefore, the establishment of a good brand image, objective and fair evaluation of brand image is extremely important. The establishment of a subdivision and quantification evaluation system of brand image can reasonably evaluate the overall image of the brand, help enterprises accurately grasp the effectiveness of their marketing strategies, find out the advantages and gaps with the brand image of similar products, and strengthen the shaping of the brand personality. Accelerate the promotion and development of the brand. This paper systematically summarizes the connotation of brand image, the forming process of brand image, brand equity, corporate image identification, brand identification, consumer purchase behavior and influencing factors, consumer satisfaction, Based on the theory of clothing experience marketing and the characteristics of clothing marketing, the evaluation system of clothing brand image is put forward. With the combination of fuzzy analytic hierarchy process (AHP) and expert investigation, the weight value of each evaluation index of clothing brand image evaluation system is determined, and the clothing brand image evaluation system is established. In order to verify the rationality of the brand image evaluation system, this study selects the same class of clothing brand as the evaluation object, respectively using the comprehensive ranking method and this evaluation system to evaluate the clothing brand image. The results show that the evaluation results of the clothing brand image evaluation system are in good agreement with the direct ranking results. It verifies the rationality and feasibility of the brand image evaluation system proposed in this paper and provides a useful tool for clothing industry to evaluate and promote brand image. In order to facilitate the popularization and application of the evaluation system, according to the relevant analysis results, this study determines the important evaluation items in the brand image system, and establishes a simplified evaluation system for the brand image of mid-grade women's wear. The results of the empirical study show that the evaluation results of the simplified system are consistent with the results of the original evaluation system and are consistent with the comprehensive ranking results, which proves that the simplified system is feasible. Finally, this research takes the simplified evaluation system as the frame, uses the C # language to compile the middle grade women's brand image online investigation basic procedure, in order to facilitate the enterprise timely to carry out the investigation, timely carries on the maintenance to its brand image. Although this article only takes the women's clothing brand as an example to carry on the verification research, but this brand image appraisal system may further popularize and apply to the other clothing brand image appraisal.
【學位授予單位】：蘇州大學
【學位級別】：碩士
【學位授予年份】：2008
【分類號】：F407.86
【引證文獻】
相關(guān)期刊論文 前2條
1 劉彥君;;服裝品牌形象維護策略實施分析[J];經(jīng)營管理者;2012年03期
2 鄧碧方;;基于Beil模型的服裝品牌形象構(gòu)成要素體系研究[J];經(jīng)濟論壇;2012年01期
相關(guān)碩士學位論文 前4條
1 楊君威;生活方式和品牌形象影響服裝購買行為的機理研究[D];東華大學;2011年
2 戴瓊瑤;紅·本命品牌視覺形象識別系統(tǒng)定位與設計的研究[D];湖南師范大學;2010年
3 鄧碧方;快時尚服裝品牌形象構(gòu)成要素實證[D];浙江理工大學;2012年
4 杜彬;動漫形象在服裝品牌推廣中的應用研究[D];浙江理工大學;2012年
，本文編號：2299700
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