【作者】 刘鹏涛；

【导师】 王秀宏；

【作者基本信息】 天津大学 ， 企业管理， 2009， 硕士

【摘要】 中外著名企业的经营历程中,大都曾遭遇过品牌危机的侵袭。远到1977年雀巢公司因向发展中国家不正确地销售奶粉导致婴儿营养不良而引起人们的广泛抵抗;近至去年国内知名品牌“三鹿”由于三氯氢胺事件而破产倒闭。品牌危机预警管理一直是理论界研究的热门话题。自从企业开始认识到品牌危机预警的重要意义以来,国内外的许多学者和企业家都在不竭余力的探索一套科学、适用的品牌评价的方法。这些成果从不同角度对品牌资产、品牌权益等给出了不同的评价方法,在很大程度上对品牌研究和实践做出了贡献。但是这些关于品牌评价方法的探讨还只处于萌芽阶段,其中大部分局限于会计的思想,以品牌对企业过去的贡献作为评价依据。这样不能对企业品牌的安全状态进行时时的监控和预警。因此,本文根据模糊数学设计了品牌综合评价模型。此模型通过德尔菲法和AHP(层次分析法)确定了品牌综合评价的具体指标及其权重,其中指标体系包括品牌资产状况、品牌管理的有效性和企业的内外部环境三个方面的26个评价因素。然后对各级指标的作用机理进行了分析。最后通过案例给出了品牌模糊综合评价模型的具体应用方法和步骤,并在最后对全文进行了总结。本文的创新点在于没有根据传统的品牌评价方法来实施品牌评价,而是依据AHP对评价指标及权重的确定、调查问卷对数据的录入,引入了模糊综合评价模型,更客观合理的反映出品牌安全状态。这样可以有效的对品牌的管理进行监控,做到防微杜渐的作用。同时通过评价结果可以了解到需要改进的相关影响要素。对品牌安全状态的管理也起到一定的作用。更多还原

【Abstract】 Objectively speaking, most of the well-known enterprises in the world had have crisis in their process. Such as ,in 1977,Nestle has been opposed by the people of the developing countries because of their milk which lead to malnutrition in infant. Last year,it has been revealed that Sanlu continued to manufacture and sell melamine- contaminated infant food lead to bankruptcy. So early warning management of brand has been involved into the hot topic in academic.Since the company recognize the importance of early brand warning, many scholars and entrepreneurs are able to explore a scientific and applied methods of brand evaluation in the world. These achievements gave different evaluatal methods to the brand captial,so they made a greet contruibution to the research and practice of brand.But the evaluation of the brand is also only in its infancy, most of these methods of thinking limited to accounting,this brand evaluation.is basised on the contributions to brand in the past .It is difficult to control the safety state of brand. This article is designed comprehensive evaluation model of brand based on fuzzy. Through Delphi method and AHP (Analytic Hierarchy Process),the specific indicators and their weights of brand comprehensive evaluation has been determined. The Index system including 26 evaluation factors from brand assets, brand management and business effectiveness . Finally, through Case Studies , the paper introduced the specific steps in the application of methods and application,in the same tine,this paper get a specific conclusion.This innovation is that the model not based on traditional methods of brand evaluation of the implementation of brand evaluation, but based on AHP for evaluation and determination of weight, through the introduction of the fuzzy comprehensive evaluation model, reflecting a more objective and reasonable brand security status. In this way the implement of the management in the brand monitoring can be more effective, do the role as a preventive measure. At the same time, through the corresponding evaluation results we can find out the elements whith need to improve . it aiso have a vital role to the management of brand security.更多还原