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青岛啤酒品牌竞争力量化研究
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【汽车营销模式论文】摘要:品牌竞争力测量问题越来越受到人们的重视,本文通过对青岛啤酒品牌竞争力进行量化研究,探索科学评价品牌竞争力指标体系,以品牌竞争力4D结构体系为基础,运用层次分析和线性回归方法,构建了品牌竞争力测量模型,有效地对品牌竞争力进行测评。 关键词:品牌竞争力测量模型线性回归分析 Abstract:People pay more and more attenion on measurement of brand competitiveness,this article concentrated on the indicator system for brand competitiveness by studying the problem of on the Quantization for brand competitiveness of Qingdao beer,based on the structure system of 4D for brand competitiveness,with the methods of Analytic Hierarchy Process ( AHP)and Linear Regression,set up the model of brand competitiveness measurement so as to evaluate brand competitiveness effectively. Keywords:Brand competitivenessThe evaluation modleLinear regression analysis 每个企业都在拼命打造名牌、提升品牌竞争力,但测量品牌竞争力却是个难题,无法测量品牌竞争力,提升品牌竞争力就成了纸上谈兵,甚至一句空话。品牌竞争力的测量关键在于可量化的指标的选取,纵观大多数关于品牌竞争力的研究,都局限在定性指标上,即使提出量化指标,但实际上很难被量化,在企业现实中不具操作性。本文通过对青岛啤酒4D结构体系
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