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題名:應用FANP 於品牌生命週期形象管理:以百貨公司為例
作者:林凌仲
作者(外文):Ling-Zhong Lin
校院名稱:國立高雄第一科技大學
系所名稱:管理研究所
指導教授:徐村和
學位類別:博士
出版日期:2006
主題關鍵詞:模糊分析網絡流程品牌生命週期模糊關係品牌形象Brand Life CycleBrand ImageFuzzyRelationFuzzy Analytic Network Process
原始連結:連回原系統網址new window
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摘要
品牌形象的創造已經被企業視為發展差異化競爭優勢的來源,尤其在複雜的
消費市場中,品牌形象會透過企業在不同品牌生命週期的管理,深刻烙印在消費
者的知覺偏好中。為了能提供企業塑造符合消費者期望的品牌形象,有必要瞭解
在品牌生命週期各階段,如何管理品牌形象,以及應採用的行銷傳播工具組合的
問題。因此,本研究試圖建立企業不同品牌生命週期所重視的品牌訴求目標,以
及品牌形象管理的模糊評估模式,據以作為企業在邁入品牌生命週期各階段時,
提昇與改善品牌形象特質的決策工具。本研究的要點如下:
一、過去在品牌生命週期管理的研究中,著重在概念性的發展,以及消費者價格
需求彈性的經濟模式建構,鮮少以顧客基礎為觀點,而能發展一套整合品牌
形象和行銷傳播工具的品牌生命週期管理架構,並進行實證的調查和分析。
因此,本研究目的在建構一個品牌生命週期各階段中,企業決策者所認知的
品牌形象特性與整合行銷傳播工具選擇的模糊評估模式,並分析品牌形象所
隱含的模糊與不明確性的心理認知。
二、在強化品牌形象的特質分析中,釵h研究均忽略了品牌形象的構面與屬性之
間,所可能產生的相互依存關係,而過分強調彼此之間的獨立效果,導致品
牌形象分析流程缺乏有力的支撐架構。因此,本研究計畫採用模糊網路層級
分析流程,進一步探討不同品牌生命週期階段中,品牌形象構面、屬性內層
之間所可能產生的交互作用,以及與品牌生命週期各階段的回饋效果。根據
決策群體的分析結果,提供品牌生命週期各階段中,應重視的品牌形象與行
銷傳播工具組合管理,並以整體品牌形象指數為依據,作為決策者修正目前
品牌形象特質的認知基礎。
三、品牌形象是一種心佔率程度的模糊性概念,如果單純利用明確數值進行重要
性主觀評估時,並無法凸顯品牌形象在決策者內心的心理地位與佔有率程
度。因此,本研究援引模糊集合理論的方法與觀念,透過決策者表達他們對
品牌形象所認知的語意尺度和區間資料,進而能進行偏好程度的整合與判
斷,以符合現實決策環境中,決策者擁有不同經驗、認知與直覺判斷的差異
性特質。
ABSTRACT
The creation of brand image has already been regarded as the chance of
developing competitive advantage by the enterprises, especially in the complex
consumer markets. The brand image will deeply affect consumers’ preference
perceptions in the different management of brand life cycle. In order to shape the
consistent brand image, it is necessary to understand how the enterpriser’s decision
makers use brands image and marketing communications to generate consumers’
interests, patronage, and loyalty in a store. Therefore, this study attempts to construct
the decision makers’ fuzzy cognitive model with the management of the brand image
in the different stages of brand life cycle. The strategic results may provide some of
their own brands managed effectively than others. Three key points of this study are
as follows:
1. Traditional brand life cycle researches focus on the concept development and
model construction in terms of price demand elasticity. Very few studies can
develop an integrated managerial structure with the brand image and marketing
communication tools based on the customers’ views in different stages of brand
life cycle for the empirical survey. The purpose of this study is to describe a new
fuzzy analytic model for brand image management and the importance evaluations
of marketing communication tools that are implemented by decision makers
involved its inherent subjective fuzziness and imprecision.
2. Many studies in the brand image analytic model take more into account the
independent effects than the interdependencies between determinants and
attributes of brand image. However, major criticisms for the independent relations
suggest the importance of the interrelationships among the dimensions of brand
image. Thus, this study discusses using the analytic network process (ANP) for
decision-making. ANP allows qualitative values to be transformed into
quantitative values for the feedback effects and more complex interrelationships.
According to the analysis results for decision makers, it is more capable of
offering the benchmark management of brand image and the marketing
communications tools when the brand life cycle characteristics are considered. In
this way, the new analytic model of brand activation decision can sustain the
competitive advantage for enterprises.
III
3. The brand image is a fuzzy concept of mentality ratio. If we use the crisp values to
implement the importance evaluations of brand image, the subjective cognitions
can not represent the degree of psychological status and occupied rates on brand
image. Therefore, this study quotes the method and concept of fuzzy set theory to
express the linguistic scale and intervals of brand image that decision makers
recognized in their preference sets. Through the different linguistic preference
combination, the cognitive characteristics of brand image in the decision makers’
heart would be assessed using subjective fuzzy information as well as information
that is free from any bias the decision maker may introduce through her/his
subject input.
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