An AHP Method Applied for Assessment System of Brand Marketing

作者：Zhuang Kai; Liu Xingguo; Yan Hong

来源：Summit International Marketing Management, 2008-05-17 to 2008-05-18.

• Brand marketing
• Assessing system
• Index
• AHP

Nowadays the information is unequal to manufacturer and consumer, the value of brand takes on because of it. The actual notion of brand is a kind of "belief relation". How to assess the brand marketing? It is necessary to establish a system of assessing brand marketing. This paper begins with the theory of brand marketing and research background, summarizes the research achievement and disadvantage existed, and then follows the core-description of the assessing system of brand marketing, including the thought and principle of establishing the assessing system; and then it uses AHP to make out the index, at last gain a conclusion that focuses on the assessing system and points out the disadvantage.

• 出版日期2008
• 单位济南大学