服装品牌形象评价体系研究
发布时间：2018-10-30 10:08
【摘要】： 随着市场发展和消费者品牌消费意识的形成,商家决定胜负的关键已经不仅仅是产品本身,而是整个品牌形象的建设和推广。因此,树立良好的品牌形象,客观公平地评价品牌形象就极为重要。建立细分量化的品牌形象评价体系,能够合理的评价品牌整体形象,有助于企业准确掌握其营销策略的成效,找出与同类产品品牌形象的优势和差距,加强品牌的个性塑造,加速品牌的提升和发展。 本文在系统总结品牌形象的内涵、品牌形象的形成过程、品牌资产、企业形象识别、品牌识别、消费者的购买行为及影响因素、消费者满意度、服装体验营销等相关理论的基础上,结合服装市场营销的特点,提出服装品牌形象评价体系构架。并采用模糊层次分析法与专家调查相结合的方法,确定了服装品牌形象评价体系各层评价指标的权重值,建立了服装品牌形象评价体系。 为验证品牌形象评价体系的合理性,本研究选择同类同档次的服装品牌作为评价对象,分别利用综合排序法和本评价体系对服装品牌形象进行测评,结果表明该服装品牌形象评价体系的测评结果与直接排序结果具有很好的一致性。验证了本研究提出的品牌形象评价体系的合理性与可行性,为服装业评价和提升品牌形象提供了有用的工具。 为方便评价体系的推广和应用,本研究根据相关分析结果,确定出品牌形象体系中的重要评价项,建立了中档女装品牌形象简化评价体系。通过实证研究验证,简化体系的评价结果与原评价体系的结果吻合,且与综合排序结果具有一致性,证明简化体系具有可行性。 最后,本研究将简化评价体系作为框架,运用C#语言编写中档女装品牌形象在线调查的基础程序,以方便企业适时开展调查,及时对其品牌形象进行维护。 本文虽然仅以女装品牌为例进行验证研究,但该品牌形象评价体系可以进一步推广应用于其他服装品牌的形象测评。
[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.
【学位授予单位】：苏州大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F407.86
本文编号：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.
【学位授予单位】：苏州大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F407.86
【引证文献】
相关期刊论文 前2条
1 刘彦君;;服装品牌形象维护策略实施分析[J];经营管理者;2012年03期
2 邓碧方;;基于Beil模型的服装品牌形象构成要素体系研究[J];经济论坛;2012年01期
相关硕士学位论文 前4条
1 杨君威;生活方式和品牌形象影响服装购买行为的机理研究[D];东华大学;2011年
2 戴琼瑶;红·本命品牌视觉形象识别系统定位与设计的研究[D];湖南师范大学;2010年
3 邓碧方;快时尚服装品牌形象构成要素实证[D];浙江理工大学;2012年
4 杜彬;动漫形象在服装品牌推广中的应用研究[D];浙江理工大学;2012年
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