基于未确知C均值聚类的绿色品牌诊断研究

发布时间：2019-01-24 11:29

【摘要】： 一个品牌就像一个人一样,需要经常进行健康检查,也就是品牌诊断:把握品牌处境,诊断品牌现状、进行品牌体检,是状态良好还是状态欠佳。要做到定期追踪品牌状况,进行品牌监控,建立内部报告体系与品牌评估、诊断制度等等,对防止品牌老化是十分必要的。绿色品牌就是把环境影响和资源效益融入品牌中,它要求企业从品牌设计、原材料采购、生产销售到投资回收全过程考虑环境、资源整体效益最优化,因此,绿色品牌更像一个新生儿,需要更多的关怀、更多的照顾,为了它的健康成长对它进行实时地诊断是必不可少的。只有对企业绿色品牌进行客观的诊断,才能对症下药,有针对性地对企业绿色品牌健康状况进行改善、提高。本文以品牌管理理论、品牌诊断管理理论、危机管理理论和管理学等为理论基础,采用理论分析与实证分析相结合,定性分析与定量分析相结合的系统分析方法对承德市20家企业的绿色品牌健康状况进行诊断。首先介绍了绿色品牌疾病的成因、建立绿色品牌诊断的指标体系;再利用主成分分析法去除指标之间的关联性,提取主成分;然后利用未确知C均值聚类对样本企业的绿色品牌健康状况进行聚类分析;最后根据结果,提出提高绿色品牌健康状况的策略。本研究为当前绿色品牌诊断提供了一种新的参考方法,对企业品牌管理具有一定的指导意义。
[Abstract]:A brand, like a person, needs regular health checks, that is, brand diagnostics: grasp the brand situation, diagnose the brand status, conduct the brand physical examination, be in good condition or in poor condition. In order to track brand status regularly, monitor brand, establish internal report system, brand evaluation, diagnosis system, etc., it is necessary to prevent brand aging. Green brand is to integrate environmental impact and resource efficiency into the brand. It requires enterprises to consider the environment and optimize the overall benefit of resources from brand design, raw material procurement, production and sales to investment recovery. Green brand is more like a newborn, it needs more care, it is necessary to diagnose it in real time for its healthy growth. Only the objective diagnosis of the green brand of the enterprise, can the right remedy be given, and the health status of the green brand in the enterprise can be improved and improved. Based on brand management theory, brand diagnosis management theory, crisis management theory and management theory, this paper combines theoretical analysis with empirical analysis. The system analysis method combining qualitative analysis and quantitative analysis is used to diagnose the green brand health of 20 enterprises in Chengde city. Firstly, the causes of green brand disease are introduced, and the index system of green brand diagnosis is established, then the correlation between the indexes is removed by principal component analysis, and the principal component is extracted. Then the unascertained C-means clustering is used to analyze the health status of green brands in sample enterprises. Finally, according to the results, the strategies to improve the health status of green brands are put forward. This study provides a new reference method for green brand diagnosis and has certain guiding significance for enterprise brand management.
【学位授予单位】：河北工程大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F273.2

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