品牌重叠测度理论模型及实证研究

Empirical Study on the Theoretical Model of Brand Overlap Measurement

本文在系统梳理现有品牌重叠相关理论的基础上,重新给出了品牌重叠的定义、界定了四种品牌重叠类型。在此基础上以品牌无形特征中的品牌个性构造品牌重叠维度,基于感知品牌定位视角,以中国手机市场为例,对无形感知品牌重叠进行了实证分析。定量分析中本文创新性地引入由最小误判率构造的两两品牌之间的相似矩阵,以此为基础进行MDS分析并用直观的二维图给出了7个手机品牌在品牌个性维度上的相似程度。进一步经过模糊C聚类得到4个手机品牌类别:高功能类、高情感类、中情感低功能类和低情感低功能类。本文最后给出相应的研究结论和未来研究方向。

The definition and types of brand overlap are given based on the theoretic summary. Then di- mensions are built based on brand personality, and an empirical research on perceived-intangible brand o- verlap in the Chinese mobile phone market is conducted from the perspective of perceived brand positio- ning. In the quantitative analysis, the similarity matrix based on error identification rate is introduced to improve the MDS analysis, after that a graph of the similarities on the dimensions among the seven mobile phone brands is given. On the basis of this graph, four categories are attained by fuzzy C-means cluste- ring, which are high functional class, high emotional class, middle emotional and low functional class, low emotional and low functional class respectively. At last, conclusions and future research directions are given.