عنوان :
ارائه مدل تركيبي ديناميكي و تصميم گيري چند معياري جهت شناسايي و ارزيابي عوامل موثر بر انتخاب برند
مقطع تحصيلي :
كارشناسي ارشد
گرايش تحصيلي :
سيستم هاي اقتصادي - اجتماعي
محل تحصيل :
اصفهان: دانشگاه صنعتي اصفهان، دانشكده مهندسي صنايع
صفحه شمار :
[يازده]، 100ص.: مصور
استاد راهنما :
غلامعلي رئيسي اردلي
استاد مشاور :
بهروز ارباب شيراني
توصيفگر ها :
ارتقا برند , مدل سيستم ديناميكي
استاد داور :
نادر شتاب بوشهري، مرتضي راستي برزكي
تاريخ ورود اطلاعات :
1395/02/18
دانشكده :
مهندسي صنايع و سيستم ها
چكيده فارسي :
4 صفحه عنوان چكيده 9 فصل اول مقدمه 1 1 اهميت برند 2 1 2 تعريف مسئله 4 1 3 ساختار ادامه پژوهش 5 فصل دوم ادبيات موضوع 2 1 مقدمه 6 2 2 ريشه لغوي برند 2 2 3 تعريف برند 2 2 4 منافع و موانع ايجاد برند 11 2 5 برند سازي 21 معماري برند 31 نامگذاري برند 31 2 6 هويت برند 41 2 2 توسعه برند 51 2 8 پيشينهي تحقيق 51 2 4 معرفي شركت موردمطالعه 81 2 11جمعبندي 41 فصل سوم معرفي متغيرها و مدلها 3 1 مقدمه 12 3 2 عوامل مؤثر بر انتخاب برند 12 رضايت مشتري 12 وفاداري به برند 22 مشخصات برند 32 شناخت برند 42
چكيده انگليسي :
111 A combination of dynamic and multi criteria decision making models to identify and assess the factors affecting brand selection Arash Hadadi barforoshi a hadadi b@gmail com Date of Submission January 17 2016 Department of Industrial Engineering Isfahan University of Technology Isfahan 84156 83111 IranDegree M Sc Language persianSupervisor Dr gholamAli Raissi raissi@cc iut ac ir Abstract Customers in the buying process are faced with several questions Variety of goods andservices increase customer s choice Today the grade of brand for many experts has come tocomplete product and in most cases consumers buy brands instead of buying product Accordingto importance of matter the discussions about brand has become to main factor for experts invarious parts of industries companies and organizations recentlly Thus this study areinvestigated the effective factor in brand selection with respect to impact and influence of eachfactor on the field of brand strategy For this porpose to provide a multiple criteria decision makingto identify and evaluated the factor affecting on issue was considered to reduce the failure toimplement various strategies and improve the decision process and with using the informationgathered the critical strategies and factors on adaption of brand by customers that lead to brandsuccesses are detected The information of case study yekta mushroom was analyzed by systemdynamic model to evaluate the role of these factor in the customers purchase The analysis of resultdemonastrated that variabes such as word of mouth and media advertising quality and perceivedvalue the ratio of quality and price R D and competitive influence has highest effect on brandselection in the end given the result in order to maintain market share and increased sales andpromotion recommendations were presented Keywords Brand selection brand promotion multiple criteria decision making dynamic system models
استاد راهنما :
غلامعلي رئيسي اردلي
استاد مشاور :
بهروز ارباب شيراني
استاد داور :
نادر شتاب بوشهري، مرتضي راستي برزكي
