基于未確知C均值聚類的綠色品牌診斷研究
[Abstract]:A brand, like a person, needs regular health checks, that is, brand diagnostics: grasp the brand situation, diagnose the brand status, conduct the brand physical examination, be in good condition or in poor condition. In order to track brand status regularly, monitor brand, establish internal report system, brand evaluation, diagnosis system, etc., it is necessary to prevent brand aging. Green brand is to integrate environmental impact and resource efficiency into the brand. It requires enterprises to consider the environment and optimize the overall benefit of resources from brand design, raw material procurement, production and sales to investment recovery. Green brand is more like a newborn, it needs more care, it is necessary to diagnose it in real time for its healthy growth. Only the objective diagnosis of the green brand of the enterprise, can the right remedy be given, and the health status of the green brand in the enterprise can be improved and improved. Based on brand management theory, brand diagnosis management theory, crisis management theory and management theory, this paper combines theoretical analysis with empirical analysis. The system analysis method combining qualitative analysis and quantitative analysis is used to diagnose the green brand health of 20 enterprises in Chengde city. Firstly, the causes of green brand disease are introduced, and the index system of green brand diagnosis is established, then the correlation between the indexes is removed by principal component analysis, and the principal component is extracted. Then the unascertained C-means clustering is used to analyze the health status of green brands in sample enterprises. Finally, according to the results, the strategies to improve the health status of green brands are put forward. This study provides a new reference method for green brand diagnosis and has certain guiding significance for enterprise brand management.
【學(xué)位授予單位】:河北工程大學(xué)
【學(xué)位級別】:碩士
【學(xué)位授予年份】:2008
【分類號】:F273.2
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