线上线下服装品牌形象评价体系比较研究
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摘要
文章构建了线上、线下服装品牌形象评价指标体系,并对其差异性进行定量化研究。通过查阅、借鉴已有服装品牌形象研究成果,以国内外品牌形象测评理论模型为依据,确立了线上、线下服装品牌形象评价指标。在此基础上运用专家打分法和层次分析法,在一致性系数小于0. 1的情况下,得出各层级指标所对应分布权重并进行深入的比较分析。研究结果表明:网络形象和宣传促销形象对线上服装品牌形象贡献较大,而线下服装品牌中品牌识别形象和服务形象对其综合影响更为突出。分析结果可为服装企业线上、线下品牌形象塑造、维护与品牌营销策略制定提供理论参考。
The evaluation index systems for online and offline clothing brand image were built and their differences were quantitatively compared. By referring to the previous research results on clothing brand image,the evaluation index systems for online and offline clothing brand image were established based on domestic and international brand image evaluation theory models. Furthermore,the distribution weights corresponding to all levels of indicators were calculated under the consistency coefficient less than 0. 1 by means of expert evaluation method and analytic hierarchy method( AHP),and the quantitative comparison was conducted for all levels of indicators. The research results show that the network image and promotion image contribute greatly to the overall image of online clothing brands,while the brand recognition image and service image of offline clothing brands have more prominent influence on the overall image. The research results can provide theoretical references for clothing enterprises to build and maintain brand image for online and offline brands as well as make brand marketing strategies.
The evaluation index systems for online and offline clothing brand image were built and their differences were quantitatively compared. By referring to the previous research results on clothing brand image,the evaluation index systems for online and offline clothing brand image were established based on domestic and international brand image evaluation theory models. Furthermore,the distribution weights corresponding to all levels of indicators were calculated under the consistency coefficient less than 0. 1 by means of expert evaluation method and analytic hierarchy method( AHP),and the quantitative comparison was conducted for all levels of indicators. The research results show that the network image and promotion image contribute greatly to the overall image of online clothing brands,while the brand recognition image and service image of offline clothing brands have more prominent influence on the overall image. The research results can provide theoretical references for clothing enterprises to build and maintain brand image for online and offline brands as well as make brand marketing strategies.
引文
[1]AAKER D A, BIEl A L. Brand equity&advertising:advertising’s role in building strong brands[J]. Journal of Marketing Research,1993,31(4):580.
[2]AAKER D A. Measuring brand equity across products and markets[J]. California Management Review,1996,38(3):102-120.
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[5]徐虹,江影,刘国联.服装品牌形象维度与权重分布研究[J].纺织学报,2007,28(10):117-121.XU Hong,JIANG Ying,LIU Guoliang. Study on clothing brand image dimension and it’s weight distribution[J].Journal of Textile Research,2007,28(10):117-121.
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[7]白琼琼,宁俊.成衣服装品牌形象评价体系研究[J].纺织学报,2013,34(12):126-130.BAI Qiongqiong,NING Jun. Study on ready-to-wear brand image evaluation system[J]. Journal of Textile Research,2013,34(12):126-130.
[8]朱江晖,朱俊莉.服装品牌形象影响因素及其权重分布[J].纺织学报,2016,37(4):148-152.ZHU Jianghui,ZHU Junli. Influence factors of clothing brand image and weights distribution thereof[J]. Journal of Textile Research,2016,37(4):148-152.
[9]BIEL A L. How brand image drives brand equity[J].Journal of Advertising Research,1992,32(6):7-12.
[10]AAKER D A, JOACHIMSTHALER E. The brand relationship spectrum:the key to the brand architecture challenge[J]. California Management Review,2000,42(4):8-23.
[11]KELLER L. Strategic brand management:building,measuring,and managing brand equity[J]. Journal of Consumer Marketing,2008,17(3):263-272.
[12]罗子明.品牌形象的构成及其测量[J].北京工商大学学报(社会科学版),2001,16(4):19-22.LUO Ziming,The composition and measurement of brand image[J]. Journal of Beijing Institute of Business(Social Sciences),2001,16(4):19-22.
[13]范秀成,陈洁.品牌形象综合测评模型及其应用[J].南开学报(哲学社会科学版),2002(3):65-71.FAN Xiucheng,CHEN Jie. Measurement of brand image:a brand identity-based integrated model and empirical study[J]. Nankai Journal(Philosophy,Literature and Social Science Edition),2002(3):65-71.
[14]江影.服装品牌形象维度及感性评价研究[D].苏州:苏州大学,2006.JIANG Ying. Research on the Clothing Brand Image Dimension and the Sensory Evaluation[D]. Suzhou:Soochow University,2006.
[15]关辉,董大海.品牌形象对消费者行为倾向影响的实证研究[J].中国流通经济,2007,21(7):42-45.GUAN Hui, DONG Dahai. Practical research on brand image and its effects on consumers behavior intension[J].China Business and Market,2007,21(7):42-45.
[16]宿鲁杰,方丽英,吴春华.基于消费者的服装品牌形象模糊综合评判模型[J].山东纺织经济,2009(4):10-12.SU Lujie, FANG Liying, WU Chunhua. Fuzzy comprehensive evaluation model of clothing brand image based on consumer[J]. Shandong Textile Economy,2009(4):10-12.
[17]张娟.服装品牌形象的塑造[J].郑州轻工业学院学报(社会科学版),2009(4):56-58.ZHANG Juan. The shaping of clothing brand image[J].Journal of Zhengzhou University of Light Industry(Social Science),2009(4):56-58.
[18]姚德民,李汉铃.系统工程实用教程[M].哈尔滨:哈尔滨工业大学出版社,1984.YAO Deming,LI Hanling. Practical Tutorial on Systems Engineering[M]. Harbin:Harbin Institute of Technology Press,1984.
[19]于小利,王建刚.品牌服装店铺形象影响因素及权重研究[J].丝绸,2016,53(12):43-48.YU Xiaoli, WANG Jiangang. Research on influencing factors and weight distribution of brand clothing store image[J]. Journal of Silk,2016,53(12):43-48.
[2]AAKER D A. Measuring brand equity across products and markets[J]. California Management Review,1996,38(3):102-120.
[3]杜鑫坤.网络品牌构建及管理研究[D].北京:北京交通大学,2007.DU Xinkun. Research on Network Brand Construction and Management[D]. Beijing:Beijing Jiaotong University,2007.
[4]刘佳.品牌形象构成模型综述与评价:消费者与企业视角下的品牌形象构成与关系解析[J].特区经济,2007(2):265-267.LIU Jia. Overview and assessment on the systematical components of brand image models from bothcustomers’and companies’perspective[J]. Special Zone Economy,2007(2):265-267.
[5]徐虹,江影,刘国联.服装品牌形象维度与权重分布研究[J].纺织学报,2007,28(10):117-121.XU Hong,JIANG Ying,LIU Guoliang. Study on clothing brand image dimension and it’s weight distribution[J].Journal of Textile Research,2007,28(10):117-121.
[6]穆雅萍.服装品牌形象评价体系研究[D].苏州:苏州大学,2008:19-25.MU Yaping. Research on the Evaluation System of Clothing Brand Image[D]. Suzhou:Soochow University,2008:19-25.
[7]白琼琼,宁俊.成衣服装品牌形象评价体系研究[J].纺织学报,2013,34(12):126-130.BAI Qiongqiong,NING Jun. Study on ready-to-wear brand image evaluation system[J]. Journal of Textile Research,2013,34(12):126-130.
[8]朱江晖,朱俊莉.服装品牌形象影响因素及其权重分布[J].纺织学报,2016,37(4):148-152.ZHU Jianghui,ZHU Junli. Influence factors of clothing brand image and weights distribution thereof[J]. Journal of Textile Research,2016,37(4):148-152.
[9]BIEL A L. How brand image drives brand equity[J].Journal of Advertising Research,1992,32(6):7-12.
[10]AAKER D A, JOACHIMSTHALER E. The brand relationship spectrum:the key to the brand architecture challenge[J]. California Management Review,2000,42(4):8-23.
[11]KELLER L. Strategic brand management:building,measuring,and managing brand equity[J]. Journal of Consumer Marketing,2008,17(3):263-272.
[12]罗子明.品牌形象的构成及其测量[J].北京工商大学学报(社会科学版),2001,16(4):19-22.LUO Ziming,The composition and measurement of brand image[J]. Journal of Beijing Institute of Business(Social Sciences),2001,16(4):19-22.
[13]范秀成,陈洁.品牌形象综合测评模型及其应用[J].南开学报(哲学社会科学版),2002(3):65-71.FAN Xiucheng,CHEN Jie. Measurement of brand image:a brand identity-based integrated model and empirical study[J]. Nankai Journal(Philosophy,Literature and Social Science Edition),2002(3):65-71.
[14]江影.服装品牌形象维度及感性评价研究[D].苏州:苏州大学,2006.JIANG Ying. Research on the Clothing Brand Image Dimension and the Sensory Evaluation[D]. Suzhou:Soochow University,2006.
[15]关辉,董大海.品牌形象对消费者行为倾向影响的实证研究[J].中国流通经济,2007,21(7):42-45.GUAN Hui, DONG Dahai. Practical research on brand image and its effects on consumers behavior intension[J].China Business and Market,2007,21(7):42-45.
[16]宿鲁杰,方丽英,吴春华.基于消费者的服装品牌形象模糊综合评判模型[J].山东纺织经济,2009(4):10-12.SU Lujie, FANG Liying, WU Chunhua. Fuzzy comprehensive evaluation model of clothing brand image based on consumer[J]. Shandong Textile Economy,2009(4):10-12.
[17]张娟.服装品牌形象的塑造[J].郑州轻工业学院学报(社会科学版),2009(4):56-58.ZHANG Juan. The shaping of clothing brand image[J].Journal of Zhengzhou University of Light Industry(Social Science),2009(4):56-58.
[18]姚德民,李汉铃.系统工程实用教程[M].哈尔滨:哈尔滨工业大学出版社,1984.YAO Deming,LI Hanling. Practical Tutorial on Systems Engineering[M]. Harbin:Harbin Institute of Technology Press,1984.
[19]于小利,王建刚.品牌服装店铺形象影响因素及权重研究[J].丝绸,2016,53(12):43-48.YU Xiaoli, WANG Jiangang. Research on influencing factors and weight distribution of brand clothing store image[J]. Journal of Silk,2016,53(12):43-48.