论文部分内容阅读
目前影响品牌延伸评价的因素研究主要以延伸相似度等因素为主,而品牌延伸的最终目的是要提升品牌力,扩大市场占有率,强化消费者的忠诚度。由于品牌延伸的承购是否是由消费者来评价、定论的,因此对品牌延伸中消费者心理及行为认知也是重要的研究课题。本文通过分析消费者的认知几个要素,提出了品牌延伸效果的评估模型,将模糊数学的模糊综合评价方法应用于品牌延伸效果的评价中,通过一个实例说明了方法的应用。
At present, the factors influencing the evaluation of brand extension mainly depend on factors such as extension of similarity. The ultimate goal of brand extension is to enhance brand power, expand market share and enhance consumer loyalty. As the brand extension of the acquisition is evaluated by the consumers, to be conclusive, so the brand extension of consumer psychology and behavior awareness is also an important research topic. By analyzing several elements of consumers’ cognition, this paper proposes an evaluation model of brand extension effect, applies the fuzzy comprehensive evaluation method of fuzzy mathematics to the evaluation of brand extension effect, and illustrates the application of the method through an example.