基于RBF神经网络的品牌形象培育研究——以我国化妆品市场为例

Research on Gender Differences and Brand Image Cultivation Based on RBF Neural Network——A Case Study on Chinese Cosmetics Market

中国化妆品市场具有很大潜力和市场拓展空间,面对残酷的市场竞争,化妆品企业如何有效地培育其品牌形象无疑是决定其成败的关键。以问卷调查数据为基础,利用RBF神经网络模型模拟我国化妆品品牌形象的构面对顾客感知价值的影响过程,结果发现:品牌形象各构面对顾客感知价值影响存在着显著的性别差异,因此,化妆品企业应针对消费者性别差异合理分配企业资源,以培育其品牌形象。

Chinese cosmetics market has great potential for development and a large space for exploration.Facing fierce competitions,cosmetics companies have to cultivate and heighten their brand images.RBF neural network model is adopted to simulate the process of influence by brand images on the customer＇s perceived values,and obvious gender differences are noted.Therefore,cosmetic enterprises shall deploy their resources according to customer＇s gender differences and systematically cultivate and heighten their brand images.