品牌竞争力的内涵及模糊评价

品牌竞争力研究是企业评价其品牌价值的有效途径之一,品牌竞争力关系到企业的持续健康发展,对其进行客观、准确的评价是企业品牌经营战略的关键之一。品牌竞争力由品牌市场能力、品牌关系能力、品牌管理能力和品牌基础能力构成。根据品牌竞争力评价指标体系,可以采用模糊综合评价法评价品牌竞争力。

Connotation and Fuzzy Evaluation of Brand Competitiveness

The research of brand competitiveness is an effective way for enterprise to evaluate its brand value,and brand competitiveness is related to the sustained and healthy development of enterprise.It is a key point for enterprise brand management strategy to evaluate brand competitiveness objectively and accurately.Brand competitiveness is composed of market capacity,relational capacity and basic competency.Fuzzy comprehensive evaluation is used to evaluate brand competitiveness according to assessment index system of brand competitive power.