摘要
在调研分析国内中高档商务休闲男装品牌市场现状和特点的基础上,对国内中高档商务休闲男装品牌的指标体系和评价方法进行研究。从品牌形象、品牌产品、品牌服务和品牌市场网络4个方面提出了国内中高档商务休闲男装品牌综合评价指标体系,根据专家评价构造判断矩阵,运用层次分析法确定各指标的权重,分层次进行模糊综合评价,建立了国内中高档商务休闲男装品牌的综合评价模型,并以国内典型商务休闲服装品牌博斯绅威(BOSSsunwen)和威克多(VICUTU)为例进行比较。
Based on the market survey of middle-high grade brand men′s business and casual suit in China,the index system and evaluation method of middle-high grade brand men′s business and casual suit in China are studied.Firstly,the comprehensive evaluation index system is proposed in terms of brand image,brand product,brand service and marketing network.Then the weight of each index according to constructing judgment matrix by expert evaluation is calculated by making use of analytic hierarchy process（AHP）,and a hierarchy structure to evaluate index system by fuzzy comprehensive evaluation is set up.Finally the comprehensive evaluation model for middle-high grade brand men′s business and casual suit in China is established,and comparison is conducted taking BOSSsunwen and VICUTU,typical brands of business and casual men′s suit in China,as examples.
出处
《纺织学报》
EI
CAS
CSCD
北大核心
2011年第12期124-127,共4页
Journal of Textile Research
关键词
商务休闲男装
品牌
层次分析法
评价体系
men′s business and casual suit
brand
analytic hierarchy process
evaluation system
