品牌竞争力测评指标体系研究被引量：31

Research on the Indicator System for Brand Competitiveness

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摘要对品牌竞争力测评体系进行了研究,同时对品牌竞争力测评模型构建及应用进行了探讨.首先,作者对品牌竞争力测评体系进行了分析,提出了包括5个一级指标和26个二级指标的指标体系.其次,对品牌竞争力测评的模型进行了研究,并采用Expen Choice软件,结合层次分析法和模糊综合评价法,构建品牌竞争力测评模型,进行权重系数的设定以及量化求解步骤的设计. Attention of this paper was mainly concentrated on the indicator system for brand competitiveness. In addition to this, the author also studied the problems such as model construction for evaluating brand competitiveness and the application of the model, etc. First, the author analyzed the evaluation system for brand competitiveness, and put forward an indicator system that includes 5 first-layer indicators and 26 second-layer indicators. Then, the model for evaluating brand competitiveness was studied. Moreover, the software named Expert Choice, along with the methods like Analytic Hierarchy Process （AHP） and Fuzzy Comprehensive Method, were used to form the structure of the evaluation model for brand competitiveness, and to figure out the indicator weight and design the steps for calculation.

作者韩福荣赵红赵宇彤

机构地区北京工业大学经济与管理学院中国科学院研究生院管理学院

出处《北京工业大学学报》 CAS CSCD 北大核心 2008年第6期666-672,共7页 Journal of Beijing University of Technology

基金国家技术监督总局资助项目(00056)

关键词品牌竞争力指标体系层次分析法模糊综合评判法 brand competitiveness indicator system analytic hierarchy process fuzzy comprehensive method

分类号 F273 [经济管理—企业管理]

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参考文献13

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