An AHP Method Applied for Assessment System of Brand Marketing

摘要：

Nowadays the information is unequal to manufacturer and consumer,the value of brand takes on because of it.The actual notion of brand is a kind of belief relation.How to assess the brand marketing? It is necessary to establish a system of assessing brand marketing.This paper begins with the theory of brand marketing and research background,summarizes the research achievement and disadvantage existed,and then follows the core-description of the assessing system of brand marketing,including the thought and principle of establishing the assessing system;and then it uses AHP to make out the index,at last gain a conclusion that focuses on the assessing system and points out the disadvantage.

关键词： Brand marketing Assessing system Index AHP

作者: ZHUANG Kai LIU Xingguo YAN Hong

作者单位: School of Management,University of Jinan,P.R.China Jinan,250022

会议类型: 国际会议

会议名称: 2008 Summit Internayional Marketing Management Conference(2008国际营销管理首脑会议)

会议地点: 天津

会议语种:英文

页码: 96-100

在线出版日期: 2008-05-01（万方平台首次上网日期，不代表论文的发表时间）