基于多属性决策理论的品牌排序方法实证研究——以中国女装行业20个品牌的排名为例  

Empirical Study on Brand Ranking Based on the Multiple Attribute Decision Making Theory: Taking Chinese Woman Clothing Industry Top 20 Brand Rankings as an Example

作　　者：周云[1,2] 朱明侠[3] 何继伟[1] 

机构地区：[1]对外经济贸易大学国际经济贸易学院 [2]北京农学院经济管理学院 [3]对外经济贸易大学国际经济贸易学院奢侈品研究中心

出　　处：《中央财经大学学报》2015年第9期85-96,共12页Journal of Central University of Finance & Economics

基　　金：国家自然科学基金项目"环境污染视角下我国引进外商投资政策研究"(项目编号:71203111);对外经济贸易大学科研基金项目"基于消费动机的中国奢侈品消费群体与购买行为研究"(项目编号:12YBJJX03)

摘　　要：品牌价值的排序对公众认知、社会关注以及政府扶持政策都有重要的参考意义,但现行的品牌排序的方法却一直备受争议,至今还没有一套可靠的、令人信服的排序方法,这使得各个机构的排序均缺乏公信力。针对这一问题,笔者运用多属性决策理论的标准化方法,引入品牌信息量的概念,将品牌的关键指标转化为统一的信息量纲,对品牌的关键指标进行了信息量的转换,规避了多属性评价的权数难以科学确定的问题,最终构建了一套以品牌信息量为依据的品牌评估与排序方法,并辅以简化计算的模型。我们还依据2014年中国连锁品牌质量发展调研的数据,对中国女装行业中的20个品牌进行计算与评价,并应用"基于多属性决策理论的品牌排序方法"进行排序,最终得出具有说服力的实证结果。"基于多属性决策理论的品牌排序方法"为客观评价品牌提供了一条全新的思路,补充了品牌管理科学的一块薄弱领域,是对品牌评价与排序理论的创新研究,同时也为企业管理人员在参考品牌排行进行对标管理的过程中起到指导性的作用。The sequence of brand values is of high reference value for the public recognition, social awareness and supporting policy of the government. However, there has always been a lot of debate about the current sequencing methods, and until now, no reliable and convincing sequencing method exists, which results the lack of credibility in sequences prepared by each institute. Therefore, the standardization method of multi-attribute decision making theory was adopted and the concept of brand information quantity is introduced in this thesis to transfer the key brand indicators into uniform information dimension and finish the transformation of key brand indicators to information quantity, which avoids the problem that the weight of muhi-attribute evaluation is hard to determined scientifically and creates a set of brand evaluation and sequencing methods based on brand information quantity at last to help to simplify the computational model. Besides, according to the data from the survey on the quality development of China＇s chain brands in 2014, the 20 brands in women＇s clothing industry of China are also calculated and evaluated in this thesis and the method is used in the sequencing to have the convincing empirical result finally. The application of the method provides a brandnew thought for the objective evaluation of brands and strengthens the weak area of brand management. It is an innovative research on the brand evaluation and sequencing theory and can be used as guidance during the benchmarking management of enterprise managers with reference to the brand sequence.

关 键 词：多属性决策 品牌信息 品牌排序 品牌评价 女装行业 

分 类 号：F272.5[经济管理—企业管理]