摘要
通过梳理品牌竞争力的研究综述,对品牌竞争力的构建路径进行分析,构建品牌竞争力的目标层、一级指标、二级指标的综合评价指标体系。并运用层次分析法,计算各个层级指标的权重,结合综合评分法,最终得出品牌竞争力的综合评价。
Through combing the research summary of brand competitiveness,this paper analyzes the construction path of brand competitiveness,and constructs a comprehensive evaluation index system of brand competitiveness including target layer,primary index and secondary index.And this paper uses AHP to calculate the weight of each level index and finally gets the comprehensive evaluation of brand competitiveness with the comprehensive scoring method.
作者
薛广禄
XUE Guang-Lu(Guangdong Vocational College of Hotel Management,Dongguan Guangdong 523960)
出处
《天津商务职业学院学报》
2019年第1期65-71,78,共8页
Journal of Tianjin College of Commerce
基金
东莞市哲学社会科学科研资助项目"东莞区域产业品牌竞争力评价指标体系构建研究"(项目编号:2017HJY15)阶段性研究成果
