基于BP神经网络的品牌结构评价研究

上海交通大学硕士学位论文基于BP神经网络的品牌结构评价研究姓名：袁浩翔申请学位级别：硕士专业：企业管理指导教师：顾锋20080101IBPBPMatlabIIMatlabBPIIITHESTUDYONTHEBRANDSTRUCTUREASSESSMENTBASEDONBPNEURALNETWORKABSTRACTWiththeincreasinglycompetitivemarket,brandhasbecomeoneofthemoststrategicassetsforcorporatesustainabledevelopment.Consequently,thefiercecompetitionsaskfortheeffectivedevelopmentofbrandportfoliostrategy,aswellassareasonablebrandstructuretointegratethebrandresources.Sinceunreasonablebrandstructurewillcausenegativeimpactsonconsumercognition,brandstructurehasbecomethekeyissueofbrandintegrationprocess,andenterprisesneedworkoutasuitablestructuretogaincorecompetence.Therefore,thechoiceofaneffectivebrandstructureassessmentmethodisofutmostimportancetothebrandintegration.Undersuchcircumstances,thispaperpresentsacomprehensiveassessmentmethodbasedonBPneuralnetwork.Thepurposeofthestudyistodiscussthekeyfactorswhichplaythemostimportantroleinbuildingbrandstructure,withboththequantitativeandqualitativeresearch.Itaimstosetupascientificevaluationsystemforbrandstructureassessment,providingscientificandeffectivebasisforcorporations.IVThemainresearchofthisarticleincludestwoaspects,oneofwhichistoformtheindexseriesforevaluationbasedonthestudyoffactorsrelatedtoestablishmentofevaluationsystem,theotheristheapplicationofassessmentmodelwithMatlabneuralnetworktools.Thearticlefirstreviewedtheownedliteraturesandsummarizedexistingresearchbymeansofsourceanalysis.Then,thekeyfactorswerein-depthanalyzedwithinthreeperspectives-fromconsumer,marketandenterprise.Afterthefoundingofindexportfolio,thepaperchosethehaircareindustryastheempiricalfield,andseveralrepresentativeenterpriseswereselectedasthetrainingsamples.Thensomesecondarydatawascollectedthroughdocumentretrievals,questionnairehasbeendesignedtosurveyconsumerrecognition,andexpertswereinvitedtoevaluatebrandstructureofsamplefirms.Withthesampledata,theassessmentmodelwasbuiltbasedontheMatlabneuralnetworktools.Ithasbeenshownfromthesimulinkpracticethatthismodelwasabletoeffectivelyreflecttheinfluence,causedbycertainbrandportfolio,onbrandresourcesandcorporatecompetence.Inotherwords,thisresearchcanbeusedtobetheguidanceofbrandstructuraloptimization.KeyWordsBrandStructure,ComprehensiveAssessment,BrandIntegration,BPNeuralNetwork“”11.1LarryLight200580902BP1.21.2.11.2.3.34.5.BPMatlabBP1.2.212341.3BP1-1Figure1-1TechnologyRoadmapofDissertation52.11.(BrandStructure)209062.2-1Figure2-1ProcessofBrandIntegration2.271BrandStructureOlins1989MonolithicEndorsedBrandedAaker(Aaker&Joachimsthaler,2000BrandrelationshipspectrumAndreasStrebinger(2003thetheoryofstrategicbrandconceptsthetheoryofinformationprocessingtypologyofbrandstructurestrategies2004420042004BarwiseRobertson1992Aaker1996Kapferer1997Keller1998SusanP.DouglasC.SamuelCraigEdwinJ.Nijssen20018RajagopalRomuloSanchez2004SylvieLaforetJohnSaunders1994furtivebrand1999Olins2BrandIntegration2000200220021234MarkRitson200220802090BrandIntegrationMckinsey19979GeorgeS.LowandRonaldA.Fullerton1994187090903BrandRelationshipBlackstone19921995BlackstoneMundkur1997412MunizGuinn2001BrandCommunityBiel1999Fournier200144BrandArchitectureAakerErichJoachimsthaler2000marketfragmentationbrandassetbrandrelationshipspectrumhouseofbrandsendorsedbrandssubbrandsbrandedhouse5BrandPortfoliosMercerManagementConsulting2002brandportfolios1234Aaker200412strongbrand34PeterA.DacinDanielC.Smith19946BrandExtension10Boush1987Bridges1990AakerKeller1990HerrFarquhar1990ParkMilberg1990DanielSmithPark1992:ReddyHolakBhat1994AakerKeller1990107OLSAakerKellerTauber276SmithandPark1992AakerKeller3DavidBoushLoken1991SmithAndrewsParkSrinivasanBroniarczykAlba20037BrandBuildingGoad1999KotlerAngLeongTan2003Parrott2001Rabano2000Temporal200111Jacob1993SchmittPan1994SchutteCiarlante1998KerinMahajanVaradarajan1990Rubin1990123DavidA.AakerErichJoachimsthaler1999globalbrandleadership12acommonglobalbrand-planningprocess34200020042.3(Principal12ComponentAnalysis)(FactorAnalysis)2.(Multi-OAjectiveDecisionMaking)MODM3.,13(60,100)(AnalyticHierarcllyProcess.AHP)2070()1988(FuzzyComprehensiveEvaluationFCE)1997FCE()1992BPNeuralNetwork[1]14()[2][3]2.412Delphi()AHP()BPBP1516NikeNikeKidsNike360NikeGolfNikeDavidA.Aaker173.13.1.11.Johnson&JohnsonBand-Aid2.IBMLotusIBMLotusIBM3.NikeGolf[1][2][3][4]4.18IBMThinkPadIBM0%~100%1003.1.21.PoloRalphLauren[1]PoloRalphLauren[2]PoloRalphLaurenPoloandRalphLauren[3]ChapsbyRalphLaurenPoloRalphLaurenRalphLaurenRalphLaurenCollection[4]RalphLaurenHomeCollectionRalphLaurenWhiteLinenPoloLaurenPaintCollection2.Colgate193-1Figure3-1BrandTreeofColgateOralCareProduct3.3-2NikeNiketownNikeAirMichaelJordanLeBronJamesTigerWoods3-2Figure3-2BrandNetworkofNike203.1.3Aaker&Joachimsthaler2000Brandrelationshipspectrum3-31.Ahouseofbrands[1]Notconnected[2]Shadowendorser2.EndorsedbrandsDriver[1]Tokenendorser[2]Linkedname21[3]Strongendorsement3-3Figure3-3BrandRelationshipSpectrum3.SubbrandsDescriptorCo-driver[1]Thesubbrandasaco-driver[2]Masterbrandasdriver4.AbrandedhousePrimarydriverDominantdriverModestdriverDescriptorwithlittleornodriverrole22[1]Differentidentities[2]