模糊综合评价法在OTC品牌价值评估中的应用  

Application of Fuzzy Comprehensive Evaluation in OTC Brand Value Evaluation

作　　者：颜爱民[1] 王雪[1] 刘志成[1] 

机构地区：[1]中南大学商学院,长沙市410083

出　　处：《中国药房》2007年第4期243-246,共4页China Pharmacy

摘　　要：目的:建立医药企业非处方药(OTC)品牌价值评估体系。方法:研究国内、外品牌价值评估方法和OTC企业及其产品特征,运用统计方法构建OTC品牌价值评估指标体系,引入模糊综合评价法评估OTC品牌价值。结果与结论:构建了品牌价值评估指标体系和模糊评价方法,该法可应用于各类医药企业的OTC品牌价值评估,用于确定企业OTC品牌的市场影响力和品牌建设的成效,针对性地制定品牌营销策略,为确立正确的品牌发展战略奠定基础。OBJECTIVE： To set up OTC （over- the - counter drugs） brand value evaluation index system in pharmaceutical enterprises. METHODS： The brand value evaluation methods both at home and abroad and the characteristics of OTC manufacturing enterprises and their products were studied, and OTC brand value evaluation index system was constructed using statistical method, and OTC brand value was evaluated using Fuzzy Comprehensive Evaluation. RESULTS ＆ CONCLUSIONS： OTC brand value evaluation index system and Fuzzy Comprehensive Evaluation can be applied to evaluate all kinds of OTC brand value in pharmaceutical manufacturing enterprises mance of brand construction, aimed at which brand marketing ment of correct hand development strategy. to determine brands＇ market influence power and the perforpolicy can be formulated to lay a foundation for the establishment of correct band development strategy.

关 键 词：OTC 品牌价值 模糊综合评价法 营销策略 

分 类 号：F27[经济管理—企业管理] R95[经济管理—国民经济]