摘要
基于商标价值的时效性、不确定性和模糊性等特征,本文分析了影响商标价值的主要因素,在此基础上构建商标价值评估指标体系,应用层次分析法计算各指标的权重,再尝试将模糊综合评价法应用于商标价值评估,以期为企业商标价值评估提供一种新思路。
Based on time-limitation, uncertainty and ambiguity of brand asset value, the article analyses the factors affecting brand value, and on the base of this, it constructs an evaluation indicator system of brand asset value.Then, it applies Analytic Hierarchy Process （AHP） to assign the weights of indicators. At last, it uses fuzzy comprehensive evaluation method to compute the value of brand asset.It is expected that the method will offer a new thinking for evaluating brand asset.
出处
《价值工程》
2010年第11期1-3,共3页
Value Engineering
关键词
商标价值
评估指标体系
层次分析法
模糊综合评价法
brand asset value
evaluation index system
analytic hierarchy process
fuzzy comprehensive evaluation
