| 北京地区百货商场品牌形象因子分析 |
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| 引用本文： | 罗子明.北京地区百货商场品牌形象因子分析[J].北京工商大学学报(社会科学版),2012,27(5). |
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| 作者姓名： | 罗子明 |
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| 作者单位： | 北京工商大学 艺术与传媒学院,北京,100048 |
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| 基金项目： | 北京市教育委员会科研基地—科技创新平台—商业营业环境建设与品牌传播研究 |
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| 摘 要： | 实证研究表明,北京地区百货商场品牌形象因子构成的前三项分别是:商场环境、商品与促销、评论与口碑。百货商场要在硬件环境建设方面继续下工夫,严把质量关并满足顾客喜爱折扣的愿望,积极引导口碑传播以提升百货商场品牌形象。
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| 关 键 词： | 百货商场 品牌形象 商场环境 促销 口碑 |
Factor Analysis on Brand Image of Department Stores in Beijing |
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| Luo Zi-ming.Factor Analysis on Brand Image of Department Stores in Beijing[J].Journal of Beijing Technology and Business University:Social Science,2012,27(5). |
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| Authors: | Luo Zi-ming |
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| Abstract: | The empirical study on brand image of department stores in Beijing reveals the top 3 key factors: market environment,commodity and promotion,comment and word of mouth.Accordingly,further efforts should be made on the construction of hardware environment,commodity quality guarantee,price promotion and word of mouth to enhance the brand image of department stores in Beijing. |
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| Keywords: | department store brand image market environment promation word of mouth |
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