线上线下服装品牌形象评价体系比较研究

文章构建了线上、线下服装品牌形象评价指标体系,并对其差异性进行定量化研究。通过查阅、借鉴已有服装品牌形象研究成果,以国内外品牌形象测评理论模型为依据,确立了线上、线下服装品牌形象评价指标。在此基础上运用专家打分法和层次分析法,在一致性系数小于0.1的情况下,得出各层级指标所对应分布权重并进行深入的比较分析。研究结果表明:网络形象和宣传促销形象对线上服装品牌形象贡献较大,而线下服装品牌中品牌识别形象和服务形象对其综合影响更为突出。分析结果可为服装企业线上、线下品牌形象塑造、维护与品牌营销策略制定提供理论参考。

Comparative study on evaluation system of online and offline clothing brand image

The evaluation index systems for online and offline clothing brand image were built and their differences were quantitatively compared. By referring to the previous research results on clothing brand image, the evaluation index systems for online and offline clothing brand image were established based on domestic and international brand image evaluation theory models. Furthermore, the distribution weights corresponding to all levels of indicators were calculated under the consistency coefficient less than 0.1 by means of expert evaluation method and analytic hierarchy method (AHP), and the quantitative comparison was conducted for all levels of indicators. The research results show that the network image and promotion image contribute greatly to the overall image of online clothing brands, while the brand recognition image and service image of offline clothing brands have more prominent influence on the overall image. The research results can provide theoretical references for clothing enterprises to build and maintain brand image for online and offline brands as well as make brand marketing strategies.