8/3/2019 M hnh mn thng hiu

1/3

8/3/2019 M hnh mn thng hiu

2/3

Nhu cu v mong mun i vi nh sn xut(Needs and wants from providers) V d: Yu t no l quan trng nht khi bn la chn sn phm tr xanh tiudng?Hnh vi v thi mua sn phm (Purchase attitudes and behaviors) V d: Yu t no c nh hng n n tng (tt/xu) ca bn i vi thng hiu

tr xanh bn ang s dng? Nh cung cp sn phm tr xanh m bn ang s dng cquan tm n nhng g m bn ngh v thng hiu ca h khng?nh gi v thng hiu ca i th cnh tranh (Ratings of competing brands) V d: Cc thng hiu tr xanh trn th trng hp dn bn im no?, Sn phmmang thng hiu tr xanh m bn ang s dng c g khc bit so vi nhng nh cungcp khc?Mc hi lng i vi nh cung cp dch v v cc sn phm trn th trng(Satisfaction with providers and variance across markets)V d: lm bn tha mn vi mt thng hiu tr xanh th yu t no l quan

trng nht?, Xt mt cch tng th th s hi lng ca bn i vi thng hiu tr xanhm bn ang s dng l v nhng l do g?Yu t gip khch hng chuyn sang s dng/qung b cho thng hiu (Likelihoodto switch from or promote a brand) V d: Bn c mun khuyn bn b hoc ng nghip ca mnh s dng sn phm trxanh ging nh bn khng?

C- u im ca m hnh: cp trc tip n cc yu t o lng sc kho thng hiu v a ra mitng quan gia cc yu t vi nhau v vi s tho mn ca khch hng.

D- Nhc im ca m hnh: Cn kh tru tng v cha th so snh c th gia cc thng hiu vi nhaukhi a ra phn tch

E- Ti sao phi dng m hnh ny m khng dng m hnh 2: Thch m hnh 2 c nn ci nykhng bik ni sao ht :))

M HNH 2: Theo cng ty BrandAsset Valuator

8/3/2019 M hnh mn thng hiu

3/3

A - M hnh dng lm r g: nh lng cc gi tr cu thnh sc khe thng hiu l BrandStrength v Brand Stature. C th so snh gia cc yu t nhm a ra cc gi tr ca sc khethng hiu ti thi im hin ti v cc chin lc nhm ci thin tnh hnh sc khe cathng hiu.B- u im ca m hnh:R rng v c th o lng, so snh c gia cc thng hiu vi

nhau.C- Nhc im ca m hnh: Mc o lng rng hn so vi yu cu ca bi. Nu phntch m hnh ny c th s dn n lc :))D- Vit bng kho st:

Da trn 4 yu t sauS hiu bit (Knowledge) : Ngh v mt s nh ngha ca th trng v mt s yu tthng hiu, bao gm kin thc m rng ca thng hiu, tag line hoc slogan, cng tymN c th l tt c mi th, nhng phi l nhng yu t quen thuc i vi thtrng.S lin h (Relevance): y l yu t tng i n gin, n lien quan n vic tho

mn nhu cu ca ngi c phng vn, s thng dng, ph hp vi li sng v c thc tc ng n nhng sn phm b sung.S tn trng (Esteem) : yu t ny lin quan n vic thng hiu c phi ni ting nhttrong nhng dng thng hiu co trn th trng hay khng. Vic l thng hiu niting nht ng ngha vi vic gii quyt nhng vn ca khch hng, c khch hngtin cy v c nhng sn phm cht lng cao ( cht lng ca sn phm c nh nghabi khch hng, v khng hn lin quan n bn sn phm)Esteem is related tobeing the best brand in its class, best brand to solve a consumer's particular problem,consumer trust, and having high quality productsS khc bit (Differentiation): Yu t ny lien quan n s i mi, khc bit v khnng thay th. C th hi rng ngi c phng vn c quyt nh mua sn phm mangthng hiu ca bn khng nu nh n c cng mc gi v chc nng vi mt thnghiu khc.

Bng cu hi ca BAV c hai dng chnh. Dng u tin i hi ngi c phng vnnh gi nhng yu t sau bng thang linkert 7 nc: kin thc thng thng, s tn trngv lien tng ca h v thng hiu. Dng th 2 nh gi nhng yu t khc nhau cahnh nh thng hiu v yu cu ngi tham gia nh du X vo nhng tnh cch m hcho l c lien quann n thng hiu, v d nh: c nht, i mi, c in, c gi tr

V mt s cu hi ph nh mc s dng cng nh mt s thng tin v nhn khu hc.Phn tch s dng cluster analysis trong SPSS.Bang cau hoi mau cua Sunsilk :

E- Ti sao phi dng m hnh ny m khng dng m hnh 1: D dng v c th o lng,so snh c gia cc thng hi

http://www.google.com.vn/url?sa=t&rct=j&q=brand%20asset%20valuator%20questionnaire&source=web&cd=5&ved=0CEkQFjAE&url=http%3A%2F%2Fwww.scribd.com%2Fdoc%2F19975622%2FBrand-tracker-of-Sunsilk-to-calculate-the-brand-image&ei=r-28TrWYBYGQiAfqga2EBQ&usg=AFQjCNH6JqGgO6ru0rvspt2h37SKt4usGQ&sig2=lOiCOKiCn-0PXkABfMrM6Q&cad=rjahttp://www.google.com.vn/url?sa=t&rct=j&q=brand%20asset%20valuator%20questionnaire&source=web&cd=5&ved=0CEkQFjAE&url=http%3A%2F%2Fwww.scribd.com%2Fdoc%2F19975622%2FBrand-tracker-of-Sunsilk-to-calculate-the-brand-image&ei=r-28TrWYBYGQiAfqga2EBQ&usg=AFQjCNH6JqGgO6ru0rvspt2h37SKt4usGQ&sig2=lOiCOKiCn-0PXkABfMrM6Q&cad=rjahttp://www.google.com.vn/url?sa=t&rct=j&q=brand%20asset%20valuator%20questionnaire&source=web&cd=5&ved=0CEkQFjAE&url=http%3A%2F%2Fwww.scribd.com%2Fdoc%2F19975622%2FBrand-tracker-of-Sunsilk-to-calculate-the-brand-image&ei=r-28TrWYBYGQiAfqga2EBQ&usg=AFQjCNH6JqGgO6ru0rvspt2h37SKt4usGQ&sig2=lOiCOKiCn-0PXkABfMrM6Q&cad=rjahttp://www.google.com.vn/url?sa=t&rct=j&q=brand%20asset%20valuator%20questionnaire&source=web&cd=5&ved=0CEkQFjAE&url=http%3A%2F%2Fwww.scribd.com%2Fdoc%2F19975622%2FBrand-tracker-of-Sunsilk-to-calculate-the-brand-image&ei=r-28TrWYBYGQiAfqga2EBQ&usg=AFQjCNH6JqGgO6ru0rvspt2h37SKt4usGQ&sig2=lOiCOKiCn-0PXkABfMrM6Q&cad=rjahttp://www.google.com.vn/url?sa=t&rct=j&q=brand%20asset%20valuator%20questionnaire&source=web&cd=5&ved=0CEkQFjAE&url=http%3A%2F%2Fwww.scribd.com%2Fdoc%2F19975622%2FBrand-tracker-of-Sunsilk-to-calculate-the-brand-image&ei=r-28TrWYBYGQiAfqga2EBQ&usg=AFQjCNH6JqGgO6ru0rvspt2h37SKt4usGQ&sig2=lOiCOKiCn-0PXkABfMrM6Q&cad=rjahttp://www.google.com.vn/url?sa=t&rct=j&q=brand%20asset%20valuator%20questionnaire&source=web&cd=5&ved=0CEkQFjAE&url=http%3A%2F%2Fwww.scribd.com%2Fdoc%2F19975622%2FBrand-tracker-of-Sunsilk-to-calculate-the-brand-image&ei=r-28TrWYBYGQiAfqga2EBQ&usg=AFQjCNH6JqGgO6ru0rvspt2h37SKt4usGQ&sig2=lOiCOKiCn-0PXkABfMrM6Q&cad=rjahttp://www.google.com.vn/url?sa=t&rct=j&q=brand%20asset%20valuator%20questionnaire&source=web&cd=5&ved=0CEkQFjAE&url=http%3A%2F%2Fwww.scribd.com%2Fdoc%2F19975622%2FBrand-tracker-of-Sunsilk-to-calculate-the-brand-image&ei=r-28TrWYBYGQiAfqga2EBQ&usg=AFQjCNH6JqGgO6ru0rvspt2h37SKt4usGQ&sig2=lOiCOKiCn-0PXkABfMrM6Q&cad=rjahttp://www.google.com.vn/url?sa=t&rct=j&q=brand%20asset%20valuator%20questionnaire&source=web&cd=5&ved=0CEkQFjAE&url=http%3A%2F%2Fwww.scribd.com%2Fdoc%2F19975622%2FBrand-tracker-of-Sunsilk-to-calculate-the-brand-image&ei=r-28TrWYBYGQiAfqga2EBQ&usg=AFQjCNH6JqGgO6ru0rvspt2h37SKt4usGQ&sig2=lOiCOKiCn-0PXkABfMrM6Q&cad=rja