品牌评估的粗糙集方法及应用

The Application and the Approach of Rough Set in Brand Assessment

阐述品牌战略和品牌评估的重要意义。提出品牌评估的指标体系。基于粗糙集理论提出品牌评估指标简约的方法,指标重要度、权重的计算方法,以及评估值的计算方法。举出11个汽车品牌评估的示例,从11个评价指标中给出市场知名度、顾客满意度、规模、市场占有率、诚信水平5个指标。并且采用计算指标信息量方法,计算指标重要度及权重,最后对11个品牌的等级得分用加权平均方法计算得出评估值,得出八个层次的评价结果,其中x8品牌位居第一。

The paper focuses on elaborating the significance of the brand strategy and assessment,and advancing the indicator system of brand assessment.Based on rough set approach,the paper brings forward the approach of simple indicator of brand assessment,important level of indicator,and the numerical computing method of weight,as well as assessed value.The paper raises eleven examples of automobile brand assessment,and from the eleven assessment indicators,five indicators of the market awareness index,degree of customers＇ satisfaction,scale,market share,and integrity level are given.And the paper adopts the approach of computing the amount of information of the indicators to compute the important level of the indicators and the weights.The paper uses weighted average method to compute the grades of the eleven brands,and gets the assessed value.In the end,the paper gets eight levels＇ assessment result,among which x8 brand ranks the first.