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China/Asia On Demand
Journal Articles
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Research on the Indicator System for Brand Competitiveness
Author(s): 
Pages: 666-672
Year: Issue:  6
Journal: JOURNAL OF BEIJING UNIVERSITY OF TECHNOLOGY

Keyword:  品牌竞争力指标体系层次分析法模糊综合评判法;
Abstract: 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Expert 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.
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