基于模糊综合评价的品牌预警系统研究

发布时间：2019-02-12 16:44

【摘要】： 中外著名企业的经营历程中,大都曾遭遇过品牌危机的侵袭。远到1977年雀巢公司因向发展中国家不正确地销售奶粉导致婴儿营养不良而引起人们的广泛抵抗;近至去年国内知名品牌“三鹿”由于三氯氢胺事件而破产倒闭。品牌危机预警管理一直是理论界研究的热门话题。自从企业开始认识到品牌危机预警的重要意义以来,国内外的许多学者和企业家都在不竭余力的探索一套科学、适用的品牌评价的方法。这些成果从不同角度对品牌资产、品牌权益等给出了不同的评价方法,在很大程度上对品牌研究和实践做出了贡献。但是这些关于品牌评价方法的探讨还只处于萌芽阶段,其中大部分局限于会计的思想,以品牌对企业过去的贡献作为评价依据。这样不能对企业品牌的安全状态进行时时的监控和预警。因此,本文根据模糊数学设计了品牌综合评价模型。此模型通过德尔菲法和AHP(层次分析法)确定了品牌综合评价的具体指标及其权重,其中指标体系包括品牌资产状况、品牌管理的有效性和企业的内外部环境三个方面的26个评价因素。然后对各级指标的作用机理进行了分析。最后通过案例给出了品牌模糊综合评价模型的具体应用方法和步骤,并在最后对全文进行了总结。本文的创新点在于没有根据传统的品牌评价方法来实施品牌评价,而是依据AHP对评价指标及权重的确定、调查问卷对数据的录入,引入了模糊综合评价模型,更客观合理的反映出品牌安全状态。这样可以有效的对品牌的管理进行监控,做到防微杜渐的作用。同时通过评价结果可以了解到需要改进的相关影响要素。对品牌安全状态的管理也起到一定的作用。
[Abstract]:Most famous Chinese and foreign enterprises have experienced brand crisis in their business history. As far back as 1977, Nestl 茅 caused widespread resistance for infant malnutrition caused by incorrect sales of milk powder to developing countries; as recently as last year, Sanlu, a well-known domestic brand, went bankrupt as a result of the trichlorohydrin incident. Brand crisis early warning management has been a hot topic in theoretical circles. Since enterprises began to realize the importance of brand crisis warning, many scholars and entrepreneurs at home and abroad have been exploring a set of scientific and applicable brand evaluation methods. These achievements give different evaluation methods to brand equity and brand equity from different angles and contribute to brand research and practice to a great extent. However, these approaches to brand evaluation are still in their infancy, and most of them are confined to the idea of accounting, which is based on the past contribution of brands to enterprises. This can not be the enterprise brand security state monitoring and warning from time to time. Therefore, this paper designs a brand comprehensive evaluation model based on fuzzy mathematics. Through Delphi method and AHP (Analytic hierarchy process), the model determines the specific index and its weight of brand comprehensive evaluation, and the index system includes the status of brand equity. 26 evaluation factors of the effectiveness of brand management and the internal and external environment of the enterprise. Then the mechanism of action of all levels of indicators is analyzed. Finally, the application method and steps of the fuzzy comprehensive evaluation model of brand are given through a case, and the full text is summarized at the end of the paper. The innovation of this paper lies in the fact that the brand evaluation is not carried out according to the traditional brand evaluation method, but based on the determination of evaluation index and weight by AHP and the data input by questionnaire, the fuzzy comprehensive evaluation model is introduced. More objective and reasonable reflection of brand safety state. This can effectively monitor the management of the brand, to achieve the role of prevention. At the same time, through the evaluation results, we can understand the relevant factors that need to be improved. The management of brand safety state also plays a certain role.
【学位授予单位】：天津大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F224;F273.2

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