| 基于消费者的服装品牌形象模糊综合评判模型 |
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| 引用本文： | 宿鲁杰,方丽英,吴春华.基于消费者的服装品牌形象模糊综合评判模型[J].山东纺织经济,2009(4):10-13. |
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| 作者姓名： | 宿鲁杰 方丽英 吴春华 |
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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： | 品牌形象是由多个指标构成的被消费者所感知的品牌的整体形象。服装产品较高的感性度,决定了服装品牌形象构成因素的多元性。本文在系统理论分析的基础上,结合对服装品牌的实际调研,确立了决定服装品牌形象的纬度构成因素,并在此基础上,构建了服装品牌形象的模糊综合评判模型。
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| 关 键 词： | 服装品牌形象 纬度构成因素 模糊综合评判模型 |
Fuzzy Comprehensive Evaluation Model of Clothing Brand Image Based on Consumer |
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| Su Lujie,Fang Liying,Wu Chunhua.Fuzzy Comprehensive Evaluation Model of Clothing Brand Image Based on Consumer[J].Economy of Shangdong Textile,2009(4):10-13. |
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| Authors: | Su Lujie Fang Liying Wu Chunhua |
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| Institution: | Su Lujie Fang Liying Wu Chunhua (Zhejiang Sei-Tech University, Institute of Clothing Technology, Hangzhou 310018, China) |
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| Abstract: | Brand image is a integrate image composed of many index.Clothing products are high semi- tive,so it decides the index system of brand image are diversified.This paper states the deciding index for clothing brand based on systematically theoretic analysis and combined with empirical study of clothing brands.And then according to the fuzzy mathematics,a model of fuzzy comprehensive evaluation which is vi- able and effective is given. |
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| Keywords: | brand image of clothing constituted factors fuzzy comprehensive evaluation model |
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