DEA在轿车企业品牌战略有效性评价中的应用

The application of DEA in the effect evaluation on car companies' brand strategy

本文将DEA方法引入国内轿车企业品牌战略有效性研究中,通过对国内轿车行业品牌竞争状况的综合分析和八家企业品牌战略有效性的评价,以及合资品牌与自主品牌的比较,指出合资品牌和自主品牌目前在品牌建设中存在的问题及其改进方向,为国内轿车企业提升品牌竞争力提供建议。

A data envelopment analysis （DEA） approach is applied in the efficiency investigations of car brand strategy of China. The competition status of car brand in China is analyzed and the brand strategy efficiencies of eight car corporations are evaluated. The national brands are then compared with the joint- stock brands, These investigations point out the relevant problems and improvement goal, and therefore provide the suggestions for enhancing the brand competition of car corporation of China.