Multi-Level Evaluation Study of Brand Competition of Defense Industry Product via GRA

作者：Liu Bo^*; Jiang Keshen; Wang Zhengxin

来源：Journal of Grey System, 2010, 22(3): 281-288.

• Grey relation analysis (GRA)
• Defense industry brand
• Brand competition
• Multi-level evaluation

The assessment of the brand competition of defense industry is of important theoretical value and practical significance for the guidance of brand strategic management and the improvement of brand competition. This paper establishes the multi-level evaluating index system of brand competition of defense industry; considering the characteristics of small sample, poor information of the process of the defense industry brand evaluation, this paper establishes the multi-level evaluating model on the basis of grey relation analysis, gives the specific evaluation steps, and uses this model in the evaluation of four defense industry enterprises. The result shows that the evaluation index and model proposed are quite scientific and practical.

• 出版日期2010
• 单位南京航空航天大学