企业形象的模糊综合评判

A Fuzzy Comprehensive Judgement of Business Images

本文探讨了企业形象一企业的无形资产进行检测与评估的问题。评判模型是运用模糊（Ｆｕｚｚｙ）决策理论和方法建立。研究和实用结果表明：（１）该模型能够对企业形象定量定位，明确企业公关状态，为企业进一步树立良好形象，制定公关经营策略提供依据；（２）模型简洁、实用，可操作。

In this paper, how to test and evaluate the business images was discussed. Judgement model was built by means of fuzzy theory and methods. The results of study and practical application presented:1. This model could quantify and locate business images. The businesspublic relation state was also defined and the basis for the business to setup a good image, work out the public relations and management tacticswas provided.2. Models were concise, practical and could be operated.