基于顾客最小误判率的品牌重叠测度方法初探

A Preliminary Research on the Optimal Error Rate Based on Measuring Method of Brand Overlapping

品牌重叠现象历来已久,然而现有文献资料表明,学术界对该现象的关注还相对较少。本文首先通过文献回顾,总结了与品牌重叠概念及测评方法相关的一些理论与方法;而后,将研究视角回归到品牌研究的本源—顾客,重新界定了品牌重叠度内涵,并提出了基于顾客最小误判率(Optimal Error Rate,OER)的品牌重叠测度方法。本文着重对该方法建模的思路和假设进行了探索性研究;最后,指出了本研究的局限及未来研究方向。

Brand overlapping phenomenon has existed for quite a long time. In the light of the current literatures,however,the academic circle has failed to pay enough attention to it. To start with,based on literature review,this paper gives a brief summary of the theories about the concepts and of the measuring methods relating to brand overlapping. In the second place,the paper switches its attention back to the origin of brand study: customer and redefined the term of brand overlapping. Moreover,the measuring method of brand overlapping that based on customers' optimal error rate is creatively put forward as well,yet the authors merely make a preliminary study on the hypothesis and main ideas of this method. Finally,research limitations as well as the future directions are demonstrated in the last part of the paper.