基于层次分析法的企业品牌竞争力评价与测度研究

随着经济全球化的发展,企业面临的竞争逐渐上升为品牌竞争。品牌竞争力同品牌资产价值一样,更侧重于品牌在外在市场上所表现出的相对竞争能力,更具有直观性和可比性。因此,构筑科学合理的企业品牌竞争力评价指标体系,可对企业的品牌竞争力进行科学准确的综合评价,有助于为企业的品牌管理和品牌竞争力的提升提供决策依据。

Study on the evaluation and measurement of the enterprise brand competition ability based on the analytic hierarchy process

As economic globalization,competition with the gradual increase in competition.the brand name brands compete with property,more focused on in the brand in the market shows the relative competitive,more immediacy and comparability.Therefore,the rational brand enterprise competitiveness of appraisal target system,but for the enterprise brand competitiveness in science,accurate and comprehensive evaluation help enterprises and brand management for decisions based on the promotion of competitiveness.