基于BP神经网络的品牌结构评价研究

发布时间：2018-04-29 05:35

本文选题：品牌结构 + 综合评价　；参考：《上海交通大学》2008年硕士论文

【摘要】： 在日益激烈的竞争环境下,如何通过制订有效的品牌组合战略,设置合理的品牌结构来整合企业品牌资源,是企业发展必须解决的问题。而在品牌整合过程中,品牌结构设置又是关键问题。企业需要构建最适合于赢得竞争优势的品牌结构,因为不合理的品牌结构会对消费者对企业产品的认知带来负面影响。因此,选择一套有效的品牌结构综合评价方法对品牌整合具有至关重要的作用。基于这个意义,本论文提出了基于BP神经网络的企业品牌结构评价方法。文章的研究目的在于借助定量研究的形式,将那些对品牌结构设置产生重要影响的关键因素描述出来。在此基础上,构建一套适用于品牌结构评价的指标体系和评价方法,为企业品牌结构评价与设置提供科学有效的依据。对基于BP神经网络的品牌结构评价的研究主要包括两个方面,其一是品牌结构评价指标体系的建立,其二是基于Matlab神经网络方法的品牌结构评价模型研究与应用。文章首先通过文献阅读与源分析,系统地总结了已有研究中对品牌结构设置或品牌整合影响因素的讨论。从消费者、市场和企业内部三个角度深入系统分析了对企业品牌结构设置产生影响的关键因素。然后,本研究确定了以洗发水行业为实证行业,选取多家业内代表企业采集训练样本。本研究通过文献检索与网络查询获得样本企业的市场表现数据,同时以市场调研获得消费者评价方面的数据,再通过专家打分获得评价结果。最后,通过指标值与输出值的标准化处理获得用于模型学习的样本。之后,笔者再将获得的学习样本代入利用Matlab神经网络工具箱构建的神经网络模型学习训练,得到用于实证行业的品牌结构综合评估模型,并通过仿真检验模型的有效性。研究证明,该模型能有效反映品牌组合对企业品牌资源和综合竞争能力的影响,可以用于指导品牌整合的具体实践。
[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.
【学位授予单位】：上海交通大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F273.2

【引证文献】