基于Dirichlet模型的品牌竞争力综合评价指标体系研究  

Comprehensive Evaluation Indices System of Brand Competitiveness Using Dirichlet Model

作　　者：汪波[1] 张琳[1] 

机构地区：[1]天津大学管理与经济学部,天津300072

出　　处：《天津大学学报（社会科学版）》2012年第5期390-395,共6页Journal of Tianjin University：Social Sciences

基　　金：教育部2008年度高等学校博士学科点专项科研基金新教师基金资助项目(2009D5-0036)

摘　　要：利用系统理论,从品牌的市场表现、品牌的管理能力、品牌的基础能力和宏观环境要素四方面建立了品牌竞争力综合评价指标体系,通过Dirichlet模型和专家打分方法计算部分指标,以提高结果的客观性和准确性。同时以2010年中国糖果市场为例,计算出该市场三大生产商的品牌竞争力指标值,结果有较强的解释能力与预测能力。Based on the system theory, a comprehensive evaluation indices system of the brand competitiveness is construc- ted in aspects of the market presence, the management capability, the basic capability and the macro-environment of a brand. Determined through Dirichlet model and expert scoring method, the values of some indices in the system are im- proved and become objective and accurate increasingly. With the instance of 2010 Chinese candy market, the indices val- ues of the brand competitiveness in three major producers are figured out, which prove that the algorithm of this indices sys- tem can be applied to the actual situation of the market with high interpretation ability and prediction ability.

关 键 词：品牌竞争力 评价指标体系 Dirichlet模型 

分 类 号：C931.2[经济管理—管理学] F224