基于熵值法的服装品牌形象价值创造指标定量化评价

doi:10.13475/j.fzxb.20191100707

摘要/Abstract

摘要：

为了定量化探究服装品牌形象价值创造的影响因素,首先通过对相关理论文献的科学梳理与归纳,清晰界定服装品牌形象价值创造的内涵与指标体系,再综合运用专家打分法和熵值法对指标体系做进一步定量化分析,确定各指标的权重及其贡献度。结果表明:各维度对服装品牌形象价值创造均有贡献,且贡献度从大到小依次为形象宣传、品牌功能、品牌美学、品牌魅力、形象设计;其中各维度贡献度最大的指标依次为促销形象宣传、导购功能、品牌海报、品牌附加值和价值取向、价格形象设计;服装品牌商可依据贡献度大小有针对性地开展价值创造活动及塑造品牌形象。

关键词: 服装品牌, 品牌形象, 价值创造, 品牌传播, 品牌营销

Abstract:

In order to quantitatively explore the influencing factors on fashion brand image value creation, scientific inductive analysis of related theoretical references was conducted to define clearly the connotation and the index system of fashion brand image value creation. Entropy method and the expert evaluation method were employed for further quantitative analysis on the indexing system, to determine the weight and degree of contribution of the indices. The results show that all dimensions have different levels of contribution, which are ranked in the order of image promotion, brand function, brand aesthetics, brand charisma and image design, among which the indices with the biggest contribution in each dimension are promotion image publicity, shopping guide function, brand poster, brand added value and value orientation, and price image design. On this basis, fashion enterprises would be able to design and practice targeted value creation activities and build their brand images.

Key words: apparel brand, brand image, value creation, brand communication, brand marketing

中图分类号:

TS941.12

邱丽俊, 陈李红. 基于熵值法的服装品牌形象价值创造指标定量化评价[J]. 纺织学报, 2020, 41(07): 160-166.

QIU Lijun, CHEN Lihong. Quantitative evaluation of value creation indices for apparel brand image based on entropy method[J]. Journal of Textile Research, 2020, 41(07): 160-166.

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维度层	指标层	参考文献
形象设计	产品形象设计	[11][14][15][16][17]
	店面形象设计	[3][12][16][18]
	品牌标识形象设计	[3][11][19]
	包装设计	[11][20][21][25]
	价格形象设计	[3][5]
形象宣传	设计师形象宣传	[15][22]
	品牌代言人形象宣传	[15][22]
	广告形象宣传	[5][23]
	服务形象宣传	[3][14]
	企业形象宣传	[5][16]
	顾客形象宣传	[5]
	促销形象宣传	[3][6][23]
品牌美学	品牌风格	[9][24]
	品牌特征	[17]
	品牌符号	[9][26][27][28]
	品牌色彩	[28][29]
	品牌图案	[28][29]
	品牌海报	[9][23][26][30]
	品牌商店氛围	[31]
品牌魅力	品牌内涵	[22][32][33]
	品牌理念	[32]
	品牌精神	[3]
	品牌文化	[23][33]
	品牌声誉	[22]
	品牌个性	[12][14][24][34]
	品牌附加值	[5][35]
	价值取向	[22]
品牌功能	识别功能	[36][37][38]
	质量承诺与保证功能	[36][38]
	传播及导购功能	[36]
	竞争功能	[36][39]
	价值链功能	[36]

维度	指标	权重
形象设计	产品形象设计	0.010 8
	店面形象设计	0.023 0
	品牌标识形象设计	0.022 8
	包装设计	0.040 3
	价格形象设计	0.052 7
形象宣传	设计师形象宣传	0.066 9
	品牌代言人形象宣传	0.013 5
	广告形象宣传	0.013 2
	服务形象宣传	0.021 9
	企业形象宣传	0.025 0
	顾客形象宣传	0.059 6
	促销形象宣传	0.072 2
品牌美学	品牌风格	0.017 7
	品牌特征	0.022 5
	品牌符号	0.012 3
	品牌色彩	0.012 3
	品牌图案	0.041 5
	品牌海报	0.062 9
	品牌商店氛围	0.022 8
品牌魅力	品牌内涵	0.022 8
	品牌理念	0.013 2
	品牌精神	0.012 3
	品牌文化	0.031 7
	品牌声誉	0.010 8
	品牌个性	0.019 8
	品牌附加值	0.035 4
	价值取向	0.035 4
品牌功能	识别功能	0.022 8
	质量承诺与保证功能	0.032 4
	传播功能	0.013 2
	导购功能	0.062 9
	竞争功能	0.038 2
	价值链功能	0.035 4