基于模糊综合评价的品牌预警系统研究
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摘要
中外著名企业的经营历程中,大都曾遭遇过品牌危机的侵袭。远到1977年雀巢公司因向发展中国家不正确地销售奶粉导致婴儿营养不良而引起人们的广泛抵抗;近至去年国内知名品牌“三鹿”由于三氯氢胺事件而破产倒闭。品牌危机预警管理一直是理论界研究的热门话题。
自从企业开始认识到品牌危机预警的重要意义以来,国内外的许多学者和企业家都在不竭余力的探索一套科学、适用的品牌评价的方法。这些成果从不同角度对品牌资产、品牌权益等给出了不同的评价方法,在很大程度上对品牌研究和实践做出了贡献。但是这些关于品牌评价方法的探讨还只处于萌芽阶段,其中大部分局限于会计的思想,以品牌对企业过去的贡献作为评价依据。这样不能对企业品牌的安全状态进行时时的监控和预警。因此,本文根据模糊数学设计了品牌综合评价模型。此模型通过德尔菲法和AHP(层次分析法)确定了品牌综合评价的具体指标及其权重,其中指标体系包括品牌资产状况、品牌管理的有效性和企业的内外部环境三个方面的26个评价因素。然后对各级指标的作用机理进行了分析。最后通过案例给出了品牌模糊综合评价模型的具体应用方法和步骤,并在最后对全文进行了总结。
本文的创新点在于没有根据传统的品牌评价方法来实施品牌评价,而是依据AHP对评价指标及权重的确定、调查问卷对数据的录入,引入了模糊综合评价模型,更客观合理的反映出品牌安全状态。这样可以有效的对品牌的管理进行监控,做到防微杜渐的作用。同时通过评价结果可以了解到需要改进的相关影响要素。对品牌安全状态的管理也起到一定的作用。
Objectively speaking, most of the well-known enterprises in the world had have crisis in their process. Such as ,in 1977,Nestle has been opposed by the people of the developing countries because of their milk which lead to malnutrition in infant. Last year,it has been revealed that Sanlu continued to manufacture and sell melamine- contaminated infant food lead to bankruptcy. So early warning management of brand has been involved into the hot topic in academic.
Since the company recognize the importance of early brand warning, many scholars and entrepreneurs are able to explore a scientific and applied methods of brand evaluation in the world. These achievements gave different evaluatal methods to the brand captial,so they made a greet contruibution to the research and practice of brand.But the evaluation of the brand is also only in its infancy, most of these methods of thinking limited to accounting,this brand evaluation.is basised on the contributions to brand in the past .It is difficult to control the safety state of brand. This article is designed comprehensive evaluation model of brand based on fuzzy. Through Delphi method and AHP (Analytic Hierarchy Process),the specific indicators and their weights of brand comprehensive evaluation has been determined. The Index system including 26 evaluation factors from brand assets, brand management and business effectiveness . Finally, through Case Studies , the paper introduced the specific steps in the application of methods and application,in the same tine,this paper get a specific conclusion.
This innovation is that the model not based on traditional methods of brand evaluation of the implementation of brand evaluation, but based on AHP for evaluation and determination of weight, through the introduction of the fuzzy comprehensive evaluation model, reflecting a more objective and reasonable brand security status. In this way the implement of the management in the brand monitoring can be more effective, do the role as a preventive measure. At the same time, through the corresponding evaluation results we can find out the elements whith need to improve . it aiso have a vital role to the management of brand security.
自从企业开始认识到品牌危机预警的重要意义以来,国内外的许多学者和企业家都在不竭余力的探索一套科学、适用的品牌评价的方法。这些成果从不同角度对品牌资产、品牌权益等给出了不同的评价方法,在很大程度上对品牌研究和实践做出了贡献。但是这些关于品牌评价方法的探讨还只处于萌芽阶段,其中大部分局限于会计的思想,以品牌对企业过去的贡献作为评价依据。这样不能对企业品牌的安全状态进行时时的监控和预警。因此,本文根据模糊数学设计了品牌综合评价模型。此模型通过德尔菲法和AHP(层次分析法)确定了品牌综合评价的具体指标及其权重,其中指标体系包括品牌资产状况、品牌管理的有效性和企业的内外部环境三个方面的26个评价因素。然后对各级指标的作用机理进行了分析。最后通过案例给出了品牌模糊综合评价模型的具体应用方法和步骤,并在最后对全文进行了总结。
本文的创新点在于没有根据传统的品牌评价方法来实施品牌评价,而是依据AHP对评价指标及权重的确定、调查问卷对数据的录入,引入了模糊综合评价模型,更客观合理的反映出品牌安全状态。这样可以有效的对品牌的管理进行监控,做到防微杜渐的作用。同时通过评价结果可以了解到需要改进的相关影响要素。对品牌安全状态的管理也起到一定的作用。
Objectively speaking, most of the well-known enterprises in the world had have crisis in their process. Such as ,in 1977,Nestle has been opposed by the people of the developing countries because of their milk which lead to malnutrition in infant. Last year,it has been revealed that Sanlu continued to manufacture and sell melamine- contaminated infant food lead to bankruptcy. So early warning management of brand has been involved into the hot topic in academic.
Since the company recognize the importance of early brand warning, many scholars and entrepreneurs are able to explore a scientific and applied methods of brand evaluation in the world. These achievements gave different evaluatal methods to the brand captial,so they made a greet contruibution to the research and practice of brand.But the evaluation of the brand is also only in its infancy, most of these methods of thinking limited to accounting,this brand evaluation.is basised on the contributions to brand in the past .It is difficult to control the safety state of brand. This article is designed comprehensive evaluation model of brand based on fuzzy. Through Delphi method and AHP (Analytic Hierarchy Process),the specific indicators and their weights of brand comprehensive evaluation has been determined. The Index system including 26 evaluation factors from brand assets, brand management and business effectiveness . Finally, through Case Studies , the paper introduced the specific steps in the application of methods and application,in the same tine,this paper get a specific conclusion.
This innovation is that the model not based on traditional methods of brand evaluation of the implementation of brand evaluation, but based on AHP for evaluation and determination of weight, through the introduction of the fuzzy comprehensive evaluation model, reflecting a more objective and reasonable brand security status. In this way the implement of the management in the brand monitoring can be more effective, do the role as a preventive measure. At the same time, through the corresponding evaluation results we can find out the elements whith need to improve . it aiso have a vital role to the management of brand security.
引文
[1]余廉,企业预警管理论,石家庄:河北科学技术出版社,1999,172~178
[2]苏伟伦,危机管理,北京:中国纺织出版社,2000,9~16
[3]杰弗里.兰德尔,品牌营销,上海:上海远东出版社,1998,29~32
[4]邱益中,企业组织冲突与管理,上海:上海财经大学出版社,2003,39~46
[5]何佳讯,品牌形象策划,上海:复旦大学出版社,2000, 56~81
[6]何君,品牌识别经营原理,北京:中国民族大学出版社,1999,33~37
[7]李蔚,鞠齐,论品牌法律权益安全,企业经济,2001,7,25~28
[8]卢冰,吴荻亚,浅析企业品牌危机防范,企业家,2001,24,16~23
[9]范云峰等,品牌危机的管理,中国市场,2001,6,54~55
[10]卢泰宏,品牌延伸评估模型,中山大学学报(社会科学版),1997,6,5~9
[11]张永安,广东品牌的竞争态势与发展对策,南方经济,1998,3,108~112
[12]晓钟,品牌资本运营之势,北京:经济管理出版社,1999,64~65
[13]高学平,浅谈名牌危机及其对策,辽宁经济,1997,3,31~32
[14]王兴元,李建伟,论名牌危机及其管理控制,科学技术与工程,2002,5,132~141
[15]吴育华,杜纲,管理科学基础,天津:天津大学出版社,2006,152~174
[16]吴秉坚,模糊数学及其经济分析,北京:中国标准出版社,1994,59~67
[17] Farquhar,Managing Brand Equity,Journal of Marketing Research, Vo1.30Isse.4
[18]罗伯特·希斯著.王成军译,危机管理,北京:中信出版社出版,2001,6~12
[19]Keller K.L,Conceptualizing,Measuringand,Managing Customer-Based BandEquity, Journal of Marketing Research,1993(1)
[20]吴秉坚,模糊数学及其经济分析,北京:中国标准出版社,1994,23～45
[21]Camaron G. ltamsay, Protecting Your Business——from Emergency Planning toCrisis, Journal of Hazardous Materials, 1999
[22] Francis J. M,Crisis Communication Plans Crisis Public Relations, Public Relations Review Poor Predictors of Excellent,1998
[23]John J. Bumett, A Strategic Approach to Managing Crises, Public Relations Review, 1998,120～131
[24]Norman R. Augustine,aging the Crisis Tried to Prevent,Business Review, 1995,147～149
[25]Robert Heath, Dealing with the complete crisis,the crisis management shell structure,Safety Science, 1998
[26]Scott Davis, Be Real, and Be Prepared, When The Crisis Hits, Brandweek, New York, 1999
[27]迈克尔·里杰斯特,危机公关,上海:复旦大学出版社,2005,32～42
[28]刘凤军,品牌运营论,北京:经济科学出版社,2000,65～72
[29]大卫·达勒桑德罗、米歇尔·欧文斯,品牌战——创建又竞争力品牌德十大规则,北京:企业管理出版社,2001,86～93
[30]凯文·凯勒,战略品牌管理,北京:中国人民大学出版社,1998,29～58
[31]韦桂华,三株为何枯萎——由三株官司看品牌的危机管理,管理科学文摘,2001,2
[32]杨伦标,高英仪,模糊数学原理及应用,上海:华南理工大学出版社,1993,18～29
[33]王巨川,多指标模糊综合评判,昆明理工大学学报,1998,23,69～71
[34]张凤毛,评标和定标的模糊评判法,山东科学,1998,11,16～18
[35]范松博,张万琴,模糊综合评判在教师课堂教学质量上的应用及研究,洛阳大学学报,2000, 15,44～47
[36]白光,品牌文化,北京:中国时代经济出版社,2002,96～120
[37]吴秉坚,模糊数学及其经济分析,北京:中国标准出版社,1994,32～56
[38]许谨良,企业风险管理,上海:上海财经大学出版社,2000,41～65
[39]谢作渺,企业如何防范风险,北京:新华出版社,2002,98～132
[40]郑美群、王曼莹,企业家评价指标体系的建立与模糊综合评价,东北师大学报(哲学社会科学版),1999,4,56～59
[41]孙志明、宋旭芒、施放,对中国企业进行预警管理的思考,中国流通经济, 2001,1,39～42
[42]M.Kamien,Earlying-warning of the Newmarket Exporation,Product Management,2003,12,51～55
[43]Catterall, Mark, Faces Brand Crisis, Automotive News Europe,2000
[44]黄胜兵、卢泰宏,品牌的二重性——品牌形象的市场研究方法,南开管理评论,2000,2,27～29
[2]苏伟伦,危机管理,北京:中国纺织出版社,2000,9~16
[3]杰弗里.兰德尔,品牌营销,上海:上海远东出版社,1998,29~32
[4]邱益中,企业组织冲突与管理,上海:上海财经大学出版社,2003,39~46
[5]何佳讯,品牌形象策划,上海:复旦大学出版社,2000, 56~81
[6]何君,品牌识别经营原理,北京:中国民族大学出版社,1999,33~37
[7]李蔚,鞠齐,论品牌法律权益安全,企业经济,2001,7,25~28
[8]卢冰,吴荻亚,浅析企业品牌危机防范,企业家,2001,24,16~23
[9]范云峰等,品牌危机的管理,中国市场,2001,6,54~55
[10]卢泰宏,品牌延伸评估模型,中山大学学报(社会科学版),1997,6,5~9
[11]张永安,广东品牌的竞争态势与发展对策,南方经济,1998,3,108~112
[12]晓钟,品牌资本运营之势,北京:经济管理出版社,1999,64~65
[13]高学平,浅谈名牌危机及其对策,辽宁经济,1997,3,31~32
[14]王兴元,李建伟,论名牌危机及其管理控制,科学技术与工程,2002,5,132~141
[15]吴育华,杜纲,管理科学基础,天津:天津大学出版社,2006,152~174
[16]吴秉坚,模糊数学及其经济分析,北京:中国标准出版社,1994,59~67
[17] Farquhar,Managing Brand Equity,Journal of Marketing Research, Vo1.30Isse.4
[18]罗伯特·希斯著.王成军译,危机管理,北京:中信出版社出版,2001,6~12
[19]Keller K.L,Conceptualizing,Measuringand,Managing Customer-Based BandEquity, Journal of Marketing Research,1993(1)
[20]吴秉坚,模糊数学及其经济分析,北京:中国标准出版社,1994,23～45
[21]Camaron G. ltamsay, Protecting Your Business——from Emergency Planning toCrisis, Journal of Hazardous Materials, 1999
[22] Francis J. M,Crisis Communication Plans Crisis Public Relations, Public Relations Review Poor Predictors of Excellent,1998
[23]John J. Bumett, A Strategic Approach to Managing Crises, Public Relations Review, 1998,120～131
[24]Norman R. Augustine,aging the Crisis Tried to Prevent,Business Review, 1995,147～149
[25]Robert Heath, Dealing with the complete crisis,the crisis management shell structure,Safety Science, 1998
[26]Scott Davis, Be Real, and Be Prepared, When The Crisis Hits, Brandweek, New York, 1999
[27]迈克尔·里杰斯特,危机公关,上海:复旦大学出版社,2005,32～42
[28]刘凤军,品牌运营论,北京:经济科学出版社,2000,65～72
[29]大卫·达勒桑德罗、米歇尔·欧文斯,品牌战——创建又竞争力品牌德十大规则,北京:企业管理出版社,2001,86～93
[30]凯文·凯勒,战略品牌管理,北京:中国人民大学出版社,1998,29～58
[31]韦桂华,三株为何枯萎——由三株官司看品牌的危机管理,管理科学文摘,2001,2
[32]杨伦标,高英仪,模糊数学原理及应用,上海:华南理工大学出版社,1993,18～29
[33]王巨川,多指标模糊综合评判,昆明理工大学学报,1998,23,69～71
[34]张凤毛,评标和定标的模糊评判法,山东科学,1998,11,16～18
[35]范松博,张万琴,模糊综合评判在教师课堂教学质量上的应用及研究,洛阳大学学报,2000, 15,44～47
[36]白光,品牌文化,北京:中国时代经济出版社,2002,96～120
[37]吴秉坚,模糊数学及其经济分析,北京:中国标准出版社,1994,32～56
[38]许谨良,企业风险管理,上海:上海财经大学出版社,2000,41～65
[39]谢作渺,企业如何防范风险,北京:新华出版社,2002,98～132
[40]郑美群、王曼莹,企业家评价指标体系的建立与模糊综合评价,东北师大学报(哲学社会科学版),1999,4,56～59
[41]孙志明、宋旭芒、施放,对中国企业进行预警管理的思考,中国流通经济, 2001,1,39～42
[42]M.Kamien,Earlying-warning of the Newmarket Exporation,Product Management,2003,12,51～55
[43]Catterall, Mark, Faces Brand Crisis, Automotive News Europe,2000
[44]黄胜兵、卢泰宏,品牌的二重性——品牌形象的市场研究方法,南开管理评论,2000,2,27～29
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