品牌定位测评体系研究

上海交通大学硕士学位论文品牌定位测评体系研究姓名：罗赳赳申请学位级别：硕士专业：企业管理指导教师：伍青生200701011WTO:23RESEARCHONBRANDPOSITIONINGEVALUATIONSYSTEMABSTRACTChina’sentrytoWTOstandsforanewageforChina’sopeningtoworld.Withtheincreasingstrongcompetitionintheinternationalmarket,Chinesecompanieshavetoestablishstrongbrandssothattheywillwinintheglobalizationage.AccordingtoarecentmarketinvestigationinUS,thevalueofbrandismainlydecidedbythebrandpositioningasithasagreatinfluenceonthesuccessofthebrandstrategybycommunicatingtheuniquebrandattributesandbrandimagetotheconsumers.Basedonthereviewaboutbrandpositioningtheory,thisthesisestablishesbrandpositioningevaluationsystemincludingtheredimensions:brandpositioningaccuracy,brandpositioningdifferenceandbrandpositioningcompetivinessandusesmathematictoolsandempiricalstudy.toestablishandvalidatethequatificationmodel.Themaincontentinthisthesisincludes:Chapter1introducesthebackgroundoftheresearch,discussesthesignificanceoftheresearch,andindicatesthenewresearchconclusions.Chapter2putsforwardbrandpositioningevaluationsystemincludingthreedimensions:brandpositioningaccuracy,brandpositioningdifferenceandbrandpositioningcompetiviness.Chapter3introducestheprincipleandapplicationinevaluationbrandpositioningoffactoranalysisandclusteranalysis.Chapter4establishesbrandpositioningevaluationquatifizationmodelwiththemathematictools.Chapter5focusesonanempiricalstudyaboutshampootovalidatethebrandpositioningevaluationmodel.Chapter6summarizesthewholepaperandresultsandgivesafutureviewonthestudywithinthisfield.4TheinnovationofthisthesisisthatitputsforwardthenewbrandpositioningevaluationmodelbasedonDavid’sBrandIdentityModelandestablishitsqualificationmodelwithmathematictools.KEYWORDS:Brandpositioning,positioningevaluation,shampoo11.11.1.145.3%WTO21.1.231.21.2.1(DavidOgilvy)205080(BrandEquity)10(MSI)2090(ARF)AlanBaldingerYoung&Rubicam(Y&R)Y&RRichardVaughn(HighInvolvement-LowInvolvementModels)(Left-RightBrainHemisphereTheories[1]Y&R309000013000Y&R[2]4DavidA.AakerBuildingStrongBrands[3]Aaker[4]KellerCustomer-basedbrandequity[5]SpethmannBenezra[6]Arnold[7]LokenJohn[8]BroniarczykAlba[9]Jap[10]Kapferer[11]Zaichkowsky[12]Y&R(BrandAssetValuator)[13]1)BrandStrength2)BrandStature(TotalResearch)EquiTrend[14]3:1)Salience2)PerceivedQuality3)UserSatisfaction3EquiTrendBrandAssetValuatoEquiTrend()EquiTrend[15]5DavidAakerBrandEquityTenBrandEquityTenBrandEquityTen[16]Zaltman(RobinHigCoulter)(ZMET)[17][18]ZMETZMET(GerriHenderson)[19][20][21]BarnardEhrenberg[22](MDS)MDS[23]KapfererLaurent[24][25]6JenniRomniuk[26](CustomerVulnerability)StevenM.Shugan[27]Sofres(Megebrand)[28]NPDBrandbuilder(ResearchSurveys)(ConversionModel)MillwardBrown(BrandDynamics)InfratestBurkeIMPMAP[29]1.2.22090[30][31][32]()()()()7[33][34]19997USP[34][35][36]JinnifferAaker1997[37][38]()(8)()()[39][40][41]WTO91.31.3.110SPSS111-1Figure1-1Theframeworkofthedissertation1.3.2:121320902.1PositioningAlRiesJackTrout701996251972USPUSPUSPUniqueSellingProposition2050R(RosserReeves)(RealityinAdvertising)[44]14USPUSPUSPUniqueSellingPropositionPropositionReevesUSP2060(DavidQgilvy):(BrandImage)2070(AiRies)(JackTrout)15(AiRies):USPUSP1-11-1USPUSP506070USP162.2KellerPark(1986)BCM(BrandConsumerModel)Kenferer(1992)Aaker(1992):172.3(1992)2-1•Figure2-1ThefourprinciplesofbrandpositioningAaker(1992)182.42.4.1192.4.2202-22-2Figure2-2Aaker,DavidA’sBrandIdentityModel()[38](1)(2)(3),•••/•••••••••••-••21(4),(5)(JenniferL.Aaker)[42],(93%)(SusanFournier)[43](1)(2)(3)(4)(5)(6)(7)(),M:22(LynnM,1999;Gynther,1999;Hewitt,1999)(Crites,Fabrigar&Petty,1994;McGuire,1985;Zanna&Rempel,1988)(cognitivelybasedpredilection)(affectivelybasedpredilection)(Breckler&Wiggins,1989;Zanna&Rempel,1988)(behavioraldispositionbasedpredilection)()2-3232-3Figure2-3BrandPositioningEvaluationModel24Multidimensionalscaling(Factoranalysis)(Discriminantanalysis)(Multiattributecompositionalmodels)HuberHolbrook(1979)[44]ConjointanalysisGreenKrieger(1989)[45]HauserKoppelman(1979)[46]3-1Green,WindJain1972[47]WindClaycamp1975[48]1.2.1.2.3.25HauserUrban1977[49]HuberHolbrook1979[50]Pessemier1977[51]Katahira1990[52]1.2.3.(WilkiePessemier1973[53]GreenDeSarbo1978[54]GreenCarrolGoldberg1981[55])1.2.1.2.263.13.1.1()()273.1.2kk12,,...,kxxxxiufafafaximimiii++++=...2211),...2,1(ki=3-1fffm...21uiaijij(i1,2,,kj1,2,,m)kmiaaaaimiii....21(1.......2232221==++++)......21(Kjaij=ifi28fifj),...2,1,;(mjiji=≠f1x1x2xkf1x1x2xkf1f2f1x1x2.xkfmf1f2fm1−m3-1Figure3-1Flowofbrandpositionmeasurementindexverification3.1.329xxxk,...,,21()()xxxxiiiijDE−=(3-2)kkijrR×=)(∑∑∑∑====•=−•−−−=naajainajajnaiaijajinaaiijxxxxxxxxxxrn1211211)()())(((3-3)R0...21〉〉〉λλλkuuuk...,,2,1==uuuuUuuuuuuuuuppk.................),...,(2222111211,2,13-4λi1m==λλλλλλλλλmkmkkmmmmkmkkmmuuuuuuuuuaaaaaaaaaA..........................................221122221211212111212222111211(3-5)Axxxk,...,,2101iif10A30111211112121222212221212..........................................mmmmijkmkmkkkmkkkmaaabbbaaabbbArBaaabbb××==uux(3-6)()()2222111111mmkkjijijjjiiVkkVbb====