成衣服装品牌形象评价体系研究  

Study on ready-to-wear brand image evaluation system

作　　者：白琼琼[1] 宁俊[1] 

机构地区：[1]北京服装学院商学院,北京100029

出　　处：《纺织学报》2013年第12期126-130,共5页Journal of Textile Research

基　　金：北京市社科规划重点项目(11WYA003)

摘　　要：为对成衣服装品牌形象进行系统化、有针对性的研究,在对原有品牌形象模型深入研究的基础上,结合成衣服装品牌的特点,通过专家访谈及层次分析法,构建了成衣服装品牌形象评价体系。并运用yaahp层次分析软件,在一致性系数小于0.1的情况下,得出评价体系中各层级指标所对应的权重分布。同时对测评体系中各层级指标权重分布进行深入分析,得出各指标对品牌形象的贡献大小。评价结果为在成衣服装品牌形象的树立、维护、提升中如何在各层级指标中合理投入提供相对准确的借鉴。The paper made a systematic and specific research on ready-to-wear brand image. On the basis of an in-depth study on the original clothing brand image model and taking the characteristics of apparel brand into account, the paper constructed a ready-to-wear brand image evaluation system after conducting interviews with specialists and hierarchy analysis. The yaahp hierarchy analysis software was used to get the weighting distributions corresponding to the indexes of each hierarchy level in the evaluation system when the conformability coefficient was less than O. 1. Having analyzed the weighting distribution of the index of each hierarchy level in the evaluation system, the contribution rate of each index to the brand image was figured out. The results of this research work provided useful reference for rational investment according to the index of each hierarchy level for establishing, protecting and upgrading the brand image of ready-to-wear.

关 键 词：成衣服装品牌 品牌形象 评价体系 权重分布 

分 类 号：F768.3[经济管理—产业经济]