Machine learning based customer meta-combination brand equity analysis for marketing behavior evaluation |
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| Institution: | 1. School of Computer and Information Engineering, Shanghai Polytechnic University, 2360 JinHai Road, Pudong District, 201209, Shanghai, China;2. School of Economics, Management and Law, Hubei Normal University, Huangshi 435002 Hubei, China;3. College of Business Administration, University of Sharjah, Sharjah, UAE;4. Faculty of Commerce, Mansoura University, Mansoura, Egypt;5. School of Economics and Management, Changzhou Vocational Institute of Mechatronic Technology, 213001, Changzhou, China;6. The Institute for Industrial Economy of Intelligent Manufacturing, 213001, Changzhou, China;1. Department of Information Science and Technology, South China Business College, Guangdong University of Foreign Studies, Guangzhou 510545, China;2. Department of Computer and Information Science, University of Macau, Macau 999078, China;3. Department of Information and Communication Engineering, Guangzhou Maritime University, Guangzhou 510725, China;1. Institute of Finance Engineering in School of Management/School of Emergency Management, Jinan University, Guangzhou 510632, China;2. School of Emergency Industry, Guangzhou Pearl-River College of Vocational Technology, Huizhou 516131, China;3. Guangdong Emergency Technology Research Center of Risk Evaluation and Prewarning on Public Network Security, Guangzhou 510632, China;1. Business School, Hohai University, Nanjing 211100, China;2. Foreign Language School, Hohai University, Nanjing 211100, China |
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| Abstract: | At present, the focus of marketing research is mostly on the influencing factors, composition, and measurement of brand equity. The meta-combined brand equity analysis is based on two main research perspectives: financial perspective and customer perspective. While the financial perspective is based on the incremental discounted future cash flows that would result from a branded product's revenue over the revenue of an unbranded product, the brand equity from the customer's perspective is the consumer's reaction to brand marketing behavior, the impact on brand knowledge. The decision-making of marketing behaviors often faces choices related to ethics. Therefore, once the moral value of a company through marketing behavior is recognized by consumers, the ethical behavior presented in this article through marketing behavior will make consumers feel more about the brand. How does the brand equity of your customer's products affect you? In this experiment, shopping groups with the same shopping experience were selected. During the survey process, all customers in different periods and the same time were selected as far as possible based on the practicability of the survey. The study survey covered 4 main aspects; customer satisfaction, overall overview of customer satisfaction; the advantages and disadvantages of marketing strategies through quantitative analysis and to put forward reasonable marketing strategy improvement opinions and suggestions to improve customer satisfaction. Using the technique of parameter prediction of the financial industry, the experiment proved that the non-standard promotion behavior, the integrity of the enterprise and the social responsibility are three aspects (P<0.05) that have an impact on the customer's brand equity among the corporate marketing components. It was a detailed study of the current state of brand marketing strategies and customer satisfaction, found key indicators of brands that could improve customer satisfaction, and presented corresponding suggestions for optimizing marketing strategies. It shows that. It has the importance of good guidance and references to improve customer satisfaction in the industry. |
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