Research on Evaluation Index System for Automobile Enterprise Brand Value

摘要：

This article unifies the brand value theory and analytic hierarchy process to set up an evaluation index system for automobile enterprise brand value through market value, consumer value, environmental value, brand quality and technology innovation value. The empirical analysis shows that brand quality and technology innovation value indicators reside in the first place among the evaluation system, and technology innovation is always an important condition of the long-term development of the enterprise. Second, automobile enterprise should have a higher consumer value, possess extensive consumer market. At the same time, brand environmental value and problem-solving ability should be analyzed.

关键词： Automobile enterprise Brand value AHP Evaluation index system

作者: Chen Zhaohui Li Jing

作者单位: School of Management, Guangxi University of Technology, Liuzhou, P.R. China, 545006

会议类型: 国际会议

会议名称: The 8th International Conference on Innovation and Management(第八届创新与管理国际会议 ICIM 2011)

会议地点: 日本福冈

会议语种:英文

页码: 1234-1238

在线出版日期: 2011-11-30（万方平台首次上网日期，不代表论文的发表时间）