摘要
品牌定位是企业品牌战略的一个重要环节,如何对品牌定位进行有效测评对企业实施品牌战略具有重要意义。本文在广泛吸收现有成果的基础上,提出了企业品牌定位测评体系,并基于格里·亨德森的联想网络分析思想构造了新的联想网络模型,此模型是对测评体系进行有效分析研究的工具。本文还针对重庆的消费者进行了实地调研,利用该模型及测评体系对空调品牌定位进行了有效测评。
Brand positioning is a significant stage for enterprise’s brand strategy, how to conduct effective measurement on brand po- sitioning is essential for the overall brand strategy of an enterprise. Based on the absorbed extensive achievements, this article purposes a brand positioning measurement system. Based on Gerri Henderson’s Associative network analysis theory, it builds a new associative net- work model. This model is an effective research tool to measurement system. The field research in this article was customer-targeted and the associative network model and measurement system have an ef- fective measurement on brand positioning of air-conditioner.
出处
《南开管理评论》
CSSCI
2005年第2期23-26,77,共5页
Nankai Business Review
