摘要
通过分析品牌延伸决策方面现有研究的不足,探讨了消费者品牌延伸评价因素,建立了品牌延伸决策指标体系;结合品牌延伸决策问题具有的非线性和机理不明确等特征,基于品牌延伸决策指标体系,利用BP神经网络建立了品牌延伸决策模型;最后进行了模型应用。
The deficiency of current research in brand extension decision is analyzed.Evaluation factors of brand extension are discussed.Decision index system for brand extension is established,based on which a decision model for brand extension is proposed which utilizes BP neural network concerning the nonlinear and indefinite mechanism characteristics of brand extension decision problem.At last the model is put into use.
出处
《软科学》
CSSCI
北大核心
2012年第3期124-128,共5页
Soft Science
基金
国家自然科学基金资助项目(70872062)
