摘要
针对企业品牌价值评估这一多属性决策问题,提出一种基于广义犹豫模糊(GHF)多群体TOPSIS的企业品牌价值评估模型。首先,从企业维度,市场维度、消费者维度3个方面梳理了企业品牌价值的评估指标体系;其次,鉴于评价方案值的规范化直接影响着评价结果,在TOPSIS框架下和GHF背景下,基于极值变换法提出了一种广义犹豫模糊决策矩阵的规范化方法,并证明了其合理性。最后,结合兼容度概念发展了一种广义犹豫模糊多群体TOPSIS评估模型。通过企业品牌价值评估的算例和对比分析验证了模型的可行性和合理性。
Aiming at the multi-attribute decision-making problem of corporate brand value evaluation, a corporate brand value evaluation model based on generalized hesitation fuzzy(GHF) multi-group TOPSIS is proposed. First, the evaluation index system of corporate brand value is sorted out from three aspects: enterprise dimension, market dimension, and consumer dimension. The value transformation method puts forward a normalization method of generalized hesitant fuzzy decision matrix, and proves its rationality. Finally, a generalized hesitant fuzzy multi-group TOPSIS evaluation model is developed based on the concept of compatibility. The feasibility and rationality of the model are verified through the calculation example and comparative analysis of the enterprise brand value evaluation.
作者
王铁旦
章辉
彭定洪
WANG Tie-dan;ZHANG Hui;PENG Ding-hong(Institute of Quality Development.Schoal of Management and Economics.Kunming University of Science and Technology,Kunming 650093,China)
出处
《模糊系统与数学》
北大核心
2021年第5期128-141,共14页
Fuzzy Systems and Mathematics
基金
国家自然科学基金资助项目(7186101861364016)
中国博士后科学基金资助项目(2015T80990
2014M550473)
云南省应用基础研究计划项目(2014FB136)。
关键词
企业品牌价值
广义犹豫模糊集﹔极值变换法
规范化方法
TOPSIS
Corporate Brand Value
Generalized Hesitant Fuzzy Set
Extreme Value Transformation Method
Normalization Method
TOPSIS
