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第三屆影響力品牌
調查方法
2015/3/30 1
《經理人月刊》採訪編輯 韋惟珊
坊間品牌調查這麼多,
2015/3/30 2
虛擬
世界
實體
生活
為什麼《經理人月刊》
還要做?
什麼是品牌
影響力?
2015/3/30 3
2015/3/30 4
引起
網友討論
的能力
1
2015/3/30 5
深入
顧客心裡
並引發
實際購買
2
2015/3/30 6
對環境、產業
和社會帶來
正面影響
3
三階段計分,衡量品牌影響力
意藍資訊OpView
網路口碑資料庫
30%
1
網友票選
40%
專家評選
30%
2015/3/30 7
2
3
知覺態度
影響力
社會
影響力
網路口碑
影響力
意藍資訊口碑調查方式 調查期間:2014年
聲量&好負評
85%
品牌被網友討論的熱烈程度
品牌總聲量數x [好評數/(3*負評數)]
廣度
5%
口碑分布情形
心占率
10%
品牌與產業關鍵字
的連結程度
2015/3/30 8
Step1.網路口碑影響力
意藍資訊OpView
網路口碑資料庫
370個
具備基本網路聲量的品牌
22類別
222個
各品類前10名
3C、銀行、電子商務前15名
2015/3/30 9
Step2.知覺態度影響力
邀請網友在各品類中選擇最愛的品牌
投票期間:01/23-2/4(13天)
露出平台:
經理人月刊粉絲團+官方網站
投票方法:
1.登錄Facebook認證,一人一票
2.22個品類中,個別勾選1-3個品牌
共10,640人投票,累積367,649張票
2015/3/30 10
Step3.社會影響力
品牌行銷
操作
商業模式
與創新
企業社會
責任
• 政治大學企管系
特聘教授洪順慶
• 利眾公關董事長
嚴曉翠
• 台灣科技大學資管系
特聘教授盧希鵬
• 商發院經營模式創新所
所長王建彬
• 北科大環境工程
與管理所教授胡憲倫
• 安侯永續發展
顧問公司總經理黃正忠
2015/3/30 11
邀請6位專家評審評分
分數加總,取各品類前三名
網路口碑
入圍排名
網友票選
入圍排名
專家評分
計分後排名
+ +
轉積分
X30%
轉積分
X40%
轉積分
X30%
2015/3/30 12
Step1. Step2. Step3.
2015的影響力品牌是?
2015/3/30 13
產
品
+
服
務
形
象
+
理
念
生
活
+
認
同
Fans
Fans
Fans
Fans
Fans

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【2015年經理人影響力品牌】調查方法