基于AHP-FCE精制茶加工型企业品牌价值评价

An Evaluation of Brand Value of Refined Tea Processing Enterprises Based on AHP-FCE Model

在梳理品牌价值内涵的基础上,构建品牌价值评价指标体系,包括品牌收益、品牌忠诚度和品牌强度3个一级指标、10个二级指标和26个三级指标,运用层次分析法与模糊综合评价法建立评价模型。选取新三板市场中酒、饮料和精制茶加工型企业的品牌价值进行评价,验证AHP-FCE模型在评价精制茶加工型企业品牌价值的可行性,结论表明在品牌价值评价过程中,品牌强度能够决定企业品牌价值评价等级的下限,最后针对综合评价结果对茶企品牌价值提升提出改进建议。

The 14th five-year plan clearly points out that improving the brand value and the influence of product services is vital.Brand building is a reflection of China's economic soft power.On the basis of combing the connotation of brand value,this paper constructs an evaluation index system of brand value,including three first-class indicators of brand income,brand loyalty and brand strength,10 second-class indicators and 26 third-class indicators.An evaluation model is established by using AHP and fuzzy comprehensive evaluation method.This paper evaluates the brand value of wine,beverage and refined tea processing enterprises in National Equities Exchange and Quotations,and verifies the feasibility of AHP-FCE model in evaluating the brand value of refined tea processing enterprises.It is helpful for refined tea processing enterprises to carry out targeted brand value construction and promotion activities,thus promote the transformation and development of Chinese products into Chinese brands.