盲数与模糊综合评价法用于品牌竞争力评价的对比研究

Comparative Research of Application of Blind Number and Fuzzy Comprehensive Evaluation to Brand Competitiveness

塑造强势品牌是现代企业间竞争的重要举措,而正确评价品牌竞争力则是其首要前提.常规测评方法难以兼顾品牌竞争力测评指标体系中存在的多种不确定性.模糊综合评价法充分考虑了模糊的不确定性,但未能兼顾随机、灰色、未确知等其他不确定性;盲数评价法则同时兼顾了其他几种不确定性,但处理模糊性信息则略显不足.本研究对比分析了盲数评价法和模糊综合评价法对品牌竞争力测评效果的优劣,并做了实证研究.研究结果表明:盲数评价法优于模糊综合评价法,前者可同时处理多种不确定性,且分析角度全面、信息量丰富,为品牌竞争力测评的研究与应用提供更广阔的思路.

It is an important measure to create a strong brand for modern business competition,and how to evaluate the brand competitiveness properly is the primary prerequisite. It is hard for traditional evaluation methods to take consideration of the various uncertainty existing in the evaluation system of brand competitiveness. The fuzzy comprehensive evaluation method,which has been widely researched and applied,takes fully considerationof fuzzy uncertainty,but fails to take into account random,gray,unascertained and other uncertainties. While at the same time,blind number methodtakesaccount of the latter uncertainties but deals with the fuzzy uncertainty weakly. Therefore,in this paper,an empirical analysis is conducted to compare the evaluation effect between the blind number method and fuzzy comprehensive evaluation method. The results show that the blind number method is better because it can handle a variety of uncertainties from more angles andwith rich information,which provides a broader vision for the research and application of brand competitiveness evaluation.