| 基于AHP法的品牌资产评估研究 |
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| 引用本文： | 臧学运,关忠良.基于AHP法的品牌资产评估研究[J].北京交通大学学报(社会科学版),2007,6(2):23-27. |
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| 作者姓名： | 臧学运 关忠良 |
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| 作者单位： | 北京交通大学,经济管理学院,北京,100044 |
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| 摘 要： | 随着人们对品牌重要性的认识逐步加深,品牌资产评估也得到越来越多的关注。本文在分析企业品牌资产构成的基础上,构建了相应的品牌资产评估指标体系。随后根据AHP(层次分析法)与模糊数学的基本原理,提出了具有可操作性和实用性的模糊综合评价模型,为我国企业今后走自身品牌之路提供相关参考。
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| 关 键 词： | 品牌资产构成 评价指标体系 AHP法 模糊综合评价模型 |
| 文章编号： | 1672-8106(2007)02-0023-05 |
| 修稿时间： | 2007年2月28日 |
Research 0n Evaluation of Brand Assets Using AHP |
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| ZANG Xue-yun,GUAN Zhong-liang.Research 0n Evaluation of Brand Assets Using AHP[J].Journal of Beijing Jiaotong University Social Sciences Edition,2007,6(2):23-27. |
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| Authors: | ZANG Xue-yun GUAN Zhong-liang |
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| Abstract: | With the people's understanding to the significance of the brand deepening gradually,the evaluation of brand assets gets more and more attention.The article states the index system for evaluating brand assets based on analyzing the constitution of enterprise's brand assets.And then according to the basic principles of AHP(analytic hierarchy process) and the fuzzy mathematics,a model of fuzzy comprehensive evaluation which is viable and effective is given.It gives related information to the domestic enterprises for building their brands in the future. |
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| Keywords: | constitution of brand assets index system for evaluation analytic hierarchy process(AHP) fuzzy comprehensive evaluation model |
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