| 国内中高档商务休闲男装品牌评价体系 |
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| 引用本文： | 葛凌桦,郭建南,朱伟明.国内中高档商务休闲男装品牌评价体系[J].纺织学报,2011,32(12):124-127. |
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| 作者姓名： | 葛凌桦 郭建南 朱伟明 |
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| 作者单位： | 浙江理工大学服装学院,浙江杭州,310018 |
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| 摘 要： | 在调研分析国内中高档商务休闲男装品牌市场现状和特点的基础上,对国内中高档商务休闲男装品牌的指标体系和评价方法进行研究.从品牌形象、品牌产品、品牌服务和品牌市场网络4个方面提出了国内中高档商务休闲男装品牌综合评价指标体系,根据专家评价构造判断矩阵,运用层次分析法确定各指标的权重,分层次进行模糊综合评价,建立了国内中高档商...
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| 关 键 词： | 商务休闲男装 品牌 层次分析法 评价体系 |
Evaluation system for middle-high grade brand men's business and casual suit in China |
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| GE Linghua,GUO Jiannan,ZHU Weiming.Evaluation system for middle-high grade brand men's business and casual suit in China[J].Journal of Textile Research,2011,32(12):124-127. |
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| Authors: | GE Linghua GUO Jiannan ZHU Weiming |
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| Affiliation: | GE Linghua,GUO Jiannan,ZHU Weiming(College of Fashion,Zhejiang Sci-Tech University,Hangzhou,Zhejiang 310018,China) |
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| Abstract: | Based on analyzing the Chinese business and casual men’s suit market situation and characteristics, the index system and evaluation method of Chinese business and casual men’s suit brand are mainly researched in this paper. Firstly, the comprehensive evaluation index system of Chinese business and casual men's suit brand is built from brand image, brand product, brand service and marketing network. Then the weight of each index according to constructing judgment matrix by expert evaluation is calculated by making use of Analytic Hierarchy Process (AHP), and sets up hierarchy structure to evaluate index system by fuzzy comprehensive evaluation. Finally the comprehensive evaluation model of Chinese business and casual men's suit brand is found, and compares BOSSsunwen with VICUTU which are typical brands of Chinese business and casual men’s suit |
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