品牌竞争力测评指标体系研究

对品牌竞争力测评体系进行了研究,同时对品牌竞争力测评模型构建及应用进行了探讨.首先,作者对品牌竞争力测评体系进行了分析,提出了包括5个一级指标和26个二级指标的指标体系.其次,对品牌竞争力测评的模型进行了研究,并采用Expen Choice软件,结合层次分析法和模糊综合评价法,构建品牌竞争力测评模型,进行权重系数的设定以及量化求解步骤的设计.

Research on the Indicator System for Brand Competitiveness

Attention of this paper was mainly concentrated on the indicator system for brand competitiveness. In addition to this,the author also studied the problems such as model construction for evaluating brand competitiveness and the application of the model,etc.First,the author analyzed the evaluation system for brand competitiveness,and put forward an indicator system that includes 5 first-layer indicators and 26 second-layer indicators.Then,the model for evaluating brand competitiveness was studied.Moreover,the software named Expert Choice,along with the methods like Analytic Hierarchy Process(AHP)and Fuzzy Comprehensive Method,were used to form the structure of the evaluation model for brand competitiveness, and to figure out the indicator weight and design the steps for calculation.