基于识别度与传播能力的品牌竞争力评价  

Evaluation for Brand Competence Based on Brand Recognition and Brand Communication Ability

作　　者：任晓峰[1] 

机构地区：[1]南京财经大学营销与物流管理学院,江苏南京210046

出　　处：《南京财经大学学报》2012年第2期77-87,共11页Journal of Nanjing University of Finance and Economics

基　　金：江苏省高校哲学社会科学基金重点项目成果(项目号:07SJB630010)

摘　　要：品牌识别度与品牌传播能力两项指标,表现了品牌和消费者心理、行为之间的互动、多变的关系。基于这种认识,本文构建了品牌识别度与品牌传播能力的评价指标体系,用层次分析法来计算影响品牌识别度与传播能力的指标的权重,再用模糊综合评价法来进行具体评价,并借助于德尔菲打分法,设计了一个基于品牌识别度与品牌传播能力的品牌竞争力二维评价模型,在此基础上,以"苏宁电器"为例进行具体的案例分析。Two indexes of brand recognition and brand communication illustrate the interactive and changeable relationship between brands and consumer psychology. Based on this understanding, this paper tries to construct the evaluation index system of brand recognition and brand communication ability, calculate the index weights which affect brand recognition degree and brand communication ability by means of AHP, and then build a two dimensional evaluation model to evaluate brand competitiveness. On this basis, analyzes the specific case of Suning Home Appliances in details.

关 键 词：品牌竞争力评价 品牌识别度 品牌传播能力 

分 类 号：F273.2[经济管理—企业管理]