摘要
品牌价值是品牌管理要素中最核心的部分,也是体现同类竞争品牌差异的重要标志。品牌价值的评价可以反映各企业品牌培育情况,以便企业更好地合理配置资源,提高品牌影响力。针对品牌评价各级指标权重的优选和品牌强度的确定,建立了品牌价值AHP-EWM-TOPSIS评价模型。AHP-EWM确定综合权重以实现主观判断和客观数据相结合,TOPSIS计算品牌强度指数以实现企业品牌价值的综合排名。并选取25家包装上市企业在2018—2019年的相关数据进行实证分析,验证了模型的有效性和可行性。
Brand value plays a significant role in the brand management as one of the core elements,and it is also an important sign reflecting the differences among similar competing brands.The purpose of the evaluation of corporate brand value is to reflect the development of each corporate brand,so as to better allocate resources rationally and increase brand influence.The brand value AHP-EWM-TOPSIS evaluation model was established for the selection of the weights of all levels of brand evaluation and the determination of brand strength.AHP-EWM determined the comprehensive weight to realize the combination of subjective judgment and objective data,while TOPSIS calculated the size of the brand strength index to achieve a comprehensive ranking of corporate brand value.The relevant data of 25 listed packaging companies in 2018—2019 were selected for empirical analysis,which verified the validity and feasibility of the model.
作者
刘争号
陈南宁
谢勇
LIU Zhenghao;CHEN Nanning;XIE Yong(College of Packaging and Materials Engineering,Hunan University of Technology,Zhuzhou Hunan 412007,China)
出处
《包装学报》
2021年第4期78-85,共8页
Packaging Journal
基金
全国包装广告研究基地、湖南包装广告创意基地2019年度包装广告专项研究基金资助项目(19JDXMZD2)
湖南工业大学2020年度研究生科研创新基金资助项目(CX2006)。
关键词
包装企业
品牌价值
品牌强度指数
评价模型
综合排名
packaging company
brand value
brand strength index
evaluation model
comprehensive ranking
