基于社会化聆听的服装品牌资产度量方法  

Clothing brand equity measurement method based on social listening

作　　者：魏元潇 宋琨[2] 钟绮桐 WEI Yuanxiao;SONG Kun;ZHONG Qitong(College of Fashion and Design,Donghua University,Shanghai 200051,China;Key Laboratory of Clothing Design and Technology,Ministry of Education,Donghua University,Shanghai 200051,China;Amazon.com,Inc.,New York,NY 10001,America)

机构地区：[1]东华大学服装与艺术设计学院,上海200051 [2]东华大学现代服装设计与技术教育部重点实验室,上海200051 [3]亚马逊公司,美国纽约NY 10001

出　　处：《丝绸》2022年第9期62-70,共9页Journal of Silk

基　　金：中央高校基本科研业务费专项资金资助项目(2232020G-08)。

摘　　要：针对传统品牌资产度量方法存在的反应速度慢、成本高、结果不敏感等问题,本研究提出并验证一种基于社会化聆听数据的品牌资产度量方法。本研究以Keller品牌资产论述为理论基础,从品牌形象中的品牌利益联想角度出发,结合服装品牌特点构建服装品牌利益维度作为品牌资产度量框架;利用LDA(Latent dirichlet allocation)主题模型的关键词提取算法对社会化聆听等非结构化语言进行处理与信息提纯;再运用TF-IDF文本相似度算法对全量数据实现品牌资产度量。结果表明:通过社会化聆听可以提取出营销人员关切的品牌资产中品牌利益联想信息;本研究提出的方法可以监测自身品牌资产中利益维度的动态变化并具有一定的敏感度和效率等优势。Brand equity measurement is the premise and basis for enterprises to formulate brand strategies and to plan marketing activities.The difficulty of measuring brand equity has been a problem that has plagued the industry for many years and needs to be solved due to the many models,miscellaneous methods,difficulties in unification and insensitivity of brand equity measurement.Brand equity measurement can be operated from finance,market,and consumer perspectives while marketers often measure brand equity from a consumer perspective as they focus on brand communication and sales issues.Traditional approaches for brand equity measurement mainly utilize consumer surveys,a major limitation of which is that the respondents are highly susceptible to the influence of research instruments such as survey design and intention of the researchers.Additionally,survey respondents may be unable or unwilling to express the actual,hidden opinions.Traditional approaches are also limited for low efficiency in data collection,which leads to delayed reporting,high cost,and insensitive results and therefore they may be difficult to provide timely information for marketing decisions.With the diffusion of social media,consumers are provided with a greater ability to express their opinions freely on social networks.Clothing consumers in particular appear highly active on social media largely because clothing products can provide a lot of worthy topics for social conversations.In this background,social listening,which monitors naturally occurring brandrelated consumer conversations on social networks,provides an alternative data source for brand equity measurement for clothing brands.To address the problems of slow response time,high cost and insensitive results of traditional brand equity measurement methods,the research proposes and validates a method of measuring apparel brand equity based on social listening data by taking into account the characteristics of apparel brands.The proposed method applied consumer-based brand equity framework

关 键 词：社会化聆听 服装品牌 品牌资产度量 品牌利益 LDA主题模型 TF-IDF文本相似度 营销效果 

分 类 号：TS941.1[轻工技术与工程—服装设计与工程]