摘要
通过对国内高科技品牌延伸实践和国内外品牌延伸评价理论的深入分析,指出高科技品牌延伸决策评价研究的不足。针对品牌延伸评价的复杂性特点,将模糊层次评价的方法应用到高科技品牌延伸决策评价研究中,采用层次分析法确定了评价指标体系中各指标的权重,并以海尔品牌延伸到药业为研究对象,采用模糊评价法对评价模型进行了实证分析。
It is necessary to study decision evaluation of high-tech brand extension by review on national high-tech brand extension practice and theoretical studies at home and abroad. Considering the complexity of brand extension evaluation, the Fuzzy-AHP method is used in the research. The weighted vectors of the index are defined by the analytic hierarchy process （AHP） method. A case study about Haler brand extended to medicine products is given to demonstrate this evaluation model by Fuzzy evaluation method.
出处
《科技进步与对策》
CSSCI
北大核心
2010年第4期116-119,共4页
Science & Technology Progress and Policy
基金
国家自然科学基金项目(7037201)
