| 基于模糊层次的商标价值评估方法研究 |
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| 引用本文： | 戴琰琦. 基于模糊层次的商标价值评估方法研究[J]. 价值工程, 2010, 29(11): 1-3 |
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| 作者姓名： | 戴琰琦 |
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| 作者单位： | 江苏科技大学经济管理学院,镇江,212003 |
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| 摘 要： | 基于商标价值的时效性、不确定性和模糊性等特征,本文分析了影响商标价值的主要因素,在此基础上构建商标价值评估指标体系,应用层次分析法计算各指标的权重,再尝试将模糊综合评价法应用于商标价值评估,以期为企业商标价值评估提供一种新思路。
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| 关 键 词： | 商标价值 评估指标体系 层次分析法 模糊综合评价法 |
The Research on Brand Asset Evaluation Based on Analytic Hierarchy Process and Fuzzy Comprehensive Method |
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| Dai Yanqi. The Research on Brand Asset Evaluation Based on Analytic Hierarchy Process and Fuzzy Comprehensive Method[J]. Value Engineering, 2010, 29(11): 1-3 |
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| Authors: | Dai Yanqi |
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| Affiliation: | School of Economics and Management/a>;Jiangsu University of Science and Technology/a>;Zhenjiang 212003/a>;China |
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| Abstract: | Based on time-limitation,uncertainty and ambiguity of brand asset value,the article analyses the factors affecting brand value,and on the base of this,it constructs an evaluation indicator system of brand asset value.Then,it applies Analytic Hierarchy Process(AHP) to assign the weights of indicators.At last,it uses fuzzy comprehensive evaluation method to compute the value of brand asset.It is expected that the method will offer a new thinking for evaluating brand asset. |
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| Keywords: | brand asset value evaluation index system analytic hierarchy process fuzzy comprehensive evaluation |
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