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| 文章编号：1672-3104(2014)03-0018-05 |
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品牌信任模糊综合评价研究 |
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王启万，朱虹，吴宜真 |
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（南京大学管理学院, 江苏南京，210093） |
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| 摘 要： 探讨品牌信任的评价指标及评价方法，目的在于识别品牌信任的关键问题，为企业营销决策提供参考依据。首先从以往文献中提取品牌信任测量指标，运用德尔菲法，建立了品牌信任评价指标体系，并确定了指标权重，构建了模糊综合评价模型，结果显示，真诚、信心、可靠性和保证的总权重达到0.515，是品牌信任最重要的4个指标。运用此模型对两个冰糖雪梨品牌W和K进行案例研究，发现W品牌在安全性、信心、真诚和反应及时性等几个方面与K品牌存在一定差距，提出W品牌应加强对各生产基地的监控，提升安全性，消除产品危机的发生，并通过强有力的接触点传播，增强消费者对其市场行为及市场前景的信心等建议。 |
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| 关键词： 品牌信任；模糊综合评价；评价指标；评价体系；权重 |
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Fussy Comprehensive Evaluation on Brand Trust |
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WANG Qiwan, ZHU Hong, WU Yizhen |
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（School of Management, Nanjing University, Nanjing 210093, China） |
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| Abstract: The exploration of the evaluation indexes and evaluation methods of brand trust is aimed to identify the key issues of brand trust and provide reference for the decision-makers of enterprise marketing. Firstly, the measurement indexes of brand trust are drawn from literature; in consultation with experts through Delphi technique, evaluation index system of brand trust is established and index weight is set. Then, a fuzzy comprehensive evaluation model is established. The result shows that the total index weight of sincerity, confidence, reliability and guarantee is up to 51.49 and the four indexes are the most important ones of brand trust. The application of this model to two soft drinks (Pear with Rock Sugar, Brand W and Brand K) shows that there is a great gap between Brand W and Brand K in safety, confidence, sincerity and responding in time, based on which, some suggestions are offered for Brand W. |
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Key words: brand trust; fuzzy comprehensive evaluation; evaluation index; evaluation system; weight |
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