基于消费者的服装品牌形象模糊综合评判模型  

Fuzzy Comprehensive Evaluation Model of Clothing Brand Image Based on Consumer

作　　者：宿鲁杰[1] 方丽英[1] 吴春华[1] 

机构地区：[1]浙江理工大学服装学院,浙江杭州310018

出　　处：《山东纺织经济》2009年第4期10-13,共4页Shandong Textile Economy

摘　　要：品牌形象是由多个指标构成的被消费者所感知的品牌的整体形象。服装产品较高的感性度,决定了服装品牌形象构成因素的多元性。本文在系统理论分析的基础上,结合对服装品牌的实际调研,确立了决定服装品牌形象的纬度构成因素,并在此基础上,构建了服装品牌形象的模糊综合评判模型。Brand image is a integrate image composed of many index. Clothing products are high sensitive, so it decides the index system of brand image are diversified. This paper states the deciding index for clothing brand based on systematically theoretic analysis and combined with empirical study of clothing brands. And then according to the fuzzy mathematics, a model of fuzzy comprehensive evaluation which is viable and effective is given.

关 键 词：服装品牌形象 纬度构成因素 模糊综合评判模型 

分 类 号：F768.3[经济管理—产业经济]