File
Title Transcription
ジコ ソシキカ マップ ニ ヨル スイサンブツ ノ チイキ ブランド ノ ブンセキ ト ヒョウカ
Title Alternative
Analysis and Evaluation of Regional Brands for Fishery Products with Self-Organizing Maps
Authors
Keywords
地域ブランド
自己組織化マップ
地域団体商標
regional brands
self-organizing maps
regional trademark indication
fish
Abstract
Strategy for regional branding becomes pivotal issues as it is widely recognized that regional branding opens routes to give favorable values to regional resources including products and services in certain areas. Previously, we have analyzed the developmental position on the regional brand of services in areas with hot
springs as an example by taking advantages of a torus self-organizing map(SOM) algorithm, demonstrating that SOM was a viable tool for evaluation of the regional brand. In the present paper we have focused on row fishery products, and examined whether SOM is applicable in this case. The analysis was performed for 17 regional brands ranging from already famous ones (Seki saba, Ohma maguro etc.) to less developed ones
(Tottori hatahata, Wakkanai onago etc.) with factors of 19 categories determining the values of the brands. The two-dimensional torus SOM expressed that each factor affected the positions of the brands, indicating usefulness of SOM for regional branding strategy. As a conclusion, strength and stability of the brands are decided by factors in the basic values, one of the three values constituting the total value of the brands, while other two values, information and indirect ones, give uniqueness to the brands.
Publisher
鳥取大学地域学部
Content Type
Departmental Bulletin Paper
ISSN
1349-5321
NCID
AA12025489
Journal Title
地域学論集 鳥取大学地域学部紀要
Current Journal Title
地域学論集 鳥取大学地域学部紀要
Volume
7
Issue
2
Start Page
337
End Page
352
Published Date
2010-12-08
Text Version
Publisher
Citation
地域学論集.2010, 7(2), 337-352
Department
Faculty of Regional Sciences/Graduate School of Regional Sciences
Language
Japanese