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研究生:李柏葦
研究生(外文):Bo-Wei Li
論文名稱:以文字探勘資訊分析品牌概念與品牌個性之知覺定位
論文名稱(外文):Perceptual map of brand concept and brand personality using text mining.
指導教授:曹修源曹修源引用關係
指導教授(外文):Hsiu-Yuan Tsao
口試委員:陳明怡林豪鏘
口試委員(外文):Ming-Yi ChenHao-Ciang Lin
口試日期:2016-06-28
學位類別:碩士
校院名稱:國立中興大學
系所名稱:行銷學系所
學門:商業及管理學門
學類:行銷與流通學類
論文種類:學術論文
論文出版年:2016
畢業學年度:104
語文別:中文
論文頁數:47
中文關鍵詞:品牌概念品牌個性文字探勘知覺定位圖
外文關鍵詞:brand conceptbrand personalitytext miningperceptual map
相關次數:
  • 被引用被引用:5
  • 點閱點閱:1062
  • 評分評分:
  • 下載下載:256
  • 收藏至我的研究室書目清單書目收藏:0
本研究調查十個被選定品牌之品牌概念與品牌個性知覺定位分布概況,並給予其搭配建議,首先透過文字探勘技術擷取並分析十個品牌之Facebook粉絲團評論留言,獲取各品牌之品牌個性知覺定位圖,再以傳統問卷方式得知各品牌之品牌概念知覺定位圖,最後透過多重對應分析觀察其搭配規律並從中給予配對建議,在條件限定下其結果為,十個品牌在自身產業內均展現出了良好之品牌概念與品牌個性的差異化定位,並且發現在象徵性品牌概念與Competence品牌個性,以及經驗性品牌概念與Excitement品牌個性,此兩組之搭配上具有正向影響效果,也給予實務上品牌經營之建議。

This study investigates the perceptual position and relationship of brand concept and brand personality in ten brands be selected. First, the brand personality data was acquired from comments of Facebook fans page using text mining. Second, the brand concept of ten brands was collected from a sample of respondents using a questionnaire. At last, Multiple correspondence analysis applied to make perceptual map and observed some rules to advise. As the result, the positive effect of correlation between Symbolic and Competence, Experiential and Excitement was found. And give some recommendation of brand management in practice.

目錄
第一章 緒論 1
第二章 文獻回顧 4
第一節 品牌個性 4
第二節 品牌概念 6
第三節 文字探勘 8
第三章 研究設計 10
第一節 品牌決定 11
第二節 品牌概念衡量 13
第三節 品牌個性衡量 15
第四節 對應分析與多重對應分析 18
第四章 分析結果 19
第一節 品牌概念結果 19
第二節 品牌個性結果 22
第三節 對應分析結果 25
第四節 多重對應分析結果 27
第五章 結論與建議 31
第一節 結論 31
第二節 管理意涵 34
第三節 研究限制與未來建議 36
參考文獻 38
英文文獻 38
中文文獻 43
附錄 44




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中文文獻
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