| 基于FUZZY-AHP的高科技品牌延伸决策评价研究 |
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| 引用本文： | 孙平,王兴元.基于FUZZY-AHP的高科技品牌延伸决策评价研究[J].科技进步与对策,2010,27(4):116-119. |
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| 作者姓名： | 孙平 王兴元 |
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| 作者单位： | 山东大学管理学院 |
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| 基金项目： | 国家自然科学基金项目(7037201) |
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| 摘 要： | 通过对国内高科技品牌延伸实践和国内外品牌延伸评价理论的深入分析,指出高科技品牌延伸决策评价研究的不足。针对品牌延伸评价的复杂性特点,将模糊层次评价的方法应用到高科技品牌延伸决策评价研究中,采用层次分析法确定了评价指标体系中各指标的权重,并以海尔品牌延伸到药业为研究对象,采用模糊评价法对评价模型进行了实证分析。 ?
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| 关 键 词： | 高科技品牌 品牌延伸 模糊评价 层次分析法 |
Study on Decision Evaluation of High-tech Brand Extension Based on FUZZY-AHP |
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| Sun Ping,Wang Xingyuan.Study on Decision Evaluation of High-tech Brand Extension Based on FUZZY-AHP[J].Science & Technology Progress and Policy,2010,27(4):116-119. |
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| Authors: | Sun Ping Wang Xingyuan |
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| Institution: | Management School/a>;Shandong University/a>;Jinan 250100/a>;China |
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| Abstract: | It is necessary to study decision evaluation of high-tech brand extension by review on national high-tech brand extension practice and theoretical studies at home and abroad.Considering the complexity of brand extension evaluation,the Fuzzy-AHP method is used in the research.The weighted vectors of the index are defined by the analytic hierarchy process(AHP) method.A case study about Haier brand extended to medicine products is given to demonstrate this evaluation model by Fuzzy evaluation method. |
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| Keywords: | High-tech Brand Brand Extension Fuzzy Analysis AHP Analysis |
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