Evaluation Model of Brand Management Innovation on the Grey Relation Analysis

摘要：

This paper exert the Grey Relation analysis to evaluate brand management innovation and brand competitiveness. We choose the top six Chinese tobacco companys: China Tobacco Indusrial Co.LTD of Hubei, Yunnan, Hunan, Shanghai, Zhejiang and Henan. We collects 6 factors as the first grade indexes and 22 elements as the sencond grade indexes to evaluate brand competitiveness of enterprises. We obtain the conclusions that brand competitiveness isnt absolutely positive to its history or capital asserts, which contribute to the next countermeasures.

关键词： evaluation model of brand management innovation the grey relat ion analysis brand competitiveness tobacco enterprises

作者: Zhang Fang Zhao Chunyan

作者单位: School of Economics, Wuhan University of Technology, Wuhan, P.R.China, 430070

会议类型: 国际会议

会议名称: 4th International Conference on Productinnovation Management(第四届产品创新管理国际会议)

会议地点: 武汉

会议语种:英文

页码: 1974-1977

在线出版日期: 2009-08-22（万方平台首次上网日期，不代表论文的发表时间）