经济问题
經濟問題
경제문제
On Economic Problems
2015年
10期
92-98
,共7页
品牌忠诚度%品牌时效性%测算方法
品牌忠誠度%品牌時效性%測算方法
품패충성도%품패시효성%측산방법
brand loyalty%brandtimeliness%brand reductions
品牌忠诚度的测算方法一直就是一个有争议的问题，至今也没有完全解决。学者们根据所在的不同学科对品牌忠诚度有着不同的理解，测算方法也根据自己的需要而设计。对近百年来有关品牌忠诚度的概念和测算进行完整的综述，进一步解释了品牌忠诚作为品牌时效性的重要组成部分，及其在品牌运营中起到的作用。继而用品牌忠诚者的概念建立了一种新的测算方法，并基于中国女装行业和餐饮行业的数据进行试算，验证了该方法的可行性。
品牌忠誠度的測算方法一直就是一箇有爭議的問題，至今也沒有完全解決。學者們根據所在的不同學科對品牌忠誠度有著不同的理解，測算方法也根據自己的需要而設計。對近百年來有關品牌忠誠度的概唸和測算進行完整的綜述，進一步解釋瞭品牌忠誠作為品牌時效性的重要組成部分，及其在品牌運營中起到的作用。繼而用品牌忠誠者的概唸建立瞭一種新的測算方法，併基于中國女裝行業和餐飲行業的數據進行試算，驗證瞭該方法的可行性。
품패충성도적측산방법일직취시일개유쟁의적문제，지금야몰유완전해결。학자문근거소재적불동학과대품패충성도유착불동적리해，측산방법야근거자기적수요이설계。대근백년래유관품패충성도적개념화측산진행완정적종술，진일보해석료품패충성작위품패시효성적중요조성부분，급기재품패운영중기도적작용。계이용품패충성자적개념건립료일충신적측산방법，병기우중국녀장행업화찬음행업적수거진행시산，험증료해방법적가행성。
How to measure the retardation of brand loyalty on information reduction and how does brand loyalty influence brand timeliness , it’ s still blank in the field.It sets out from the perspective of “essence of the brand is information”, and defines a new function of brand loyalty of influencing brand information timeliness ,and has fur-ther discussion and study of the functional mechanism and basic measurement method .This thesis proposes the brand loyalty measuring method with the concept that the essence of brand is information;and deduces the brand multi-aspect information reduction rule , as well as position , function and nature of brand loyalty in the calculation equation of brand timeliness.It serves as the link between the past and future for the development of brand multi -aspect information reduction rule theory.This study will be used to calculate the optimal interval period of brand in-formation , thus providing detailed theoretical basis for brand management , such as accurately determine the optimal advertisement serving density and interval period of brand activity.
