基于信息集结的新型灰色关联度构建及应用  

Formation and application of a new grey incidence degree based on information aggregation

作　　者：王建玲[1] 刘思峰[1] 邱广华[1,2] 米传民[1] 

机构地区：[1]南京航空航天大学经济与管理学院,江苏南京210016 [2]宾夕法尼亚州立大学信息科学系,美国宾州马尔委pa19355

出　　处：《系统工程与电子技术》2010年第1期77-81,共5页Systems Engineering and Electronics

基　　金：国家自然科学基金青年科学基金(70902026);国家教育部人文社科基金(08JA630040);南京航空航天大学人才引进基金(S0832-092)资助课题

摘　　要：在随机不确定数定义基础上,提出了一种新型灰色关联度构建方法,并阐述了该模型在服务品牌延伸中的应用。本模型拓展了灰色关联度的应用空间,对灰色关联度模型作了两点改进:一是定义了随机不确定数,既能体现随机数的特征且便于计算;二是在此基础上构建了新型灰色关联度,意义明确,克服了已有灰色关联度方法不能充分集结评估者信息的缺点。最后以服务品牌延伸实例对该模型的有效性进行了探讨,不仅从动态视角对服务品牌延伸机理进行了有益探索,结果还显示该模型具有一定的实用性。Based on the definition of the stochastic uncertainty number, a new grey incidence degree is proposed and applied in extending service brand. The method expands the application area of the grey incidence degree, and makes two improvements on it. Firstly, a stochastic uncertainty number is defined, which embodies both the characteristic of the stochastic number and convenience for computing; secondly, a new grey incidence degree is constructed based on the stochastic uncertainty number, which overcomes the shortcomings ignoring the information aggregation problem in former studies. In the end, an empirical evaluation of extending service brand is studied to illustrate the use of the new proposed grey incidence degree. The studied results show that the proposed method can not only explore the mechanism of extending service brand dynamically but also show the practicality of the new model.

关 键 词：灰色关联度 信息集结 随机不确定 品牌延伸 

分 类 号：C931[经济管理—管理学]