• • 上一篇    

考虑在线评论的中小食品企业品牌价值评价

张佳敏1, 王莹1,2   

  1. 1. 北京信息科技大学经济管理学院, 北京 100192;
    2. 智能决策与大数据应用北京市国际科技合作基地, 北京 100192
  • 收稿日期:2022-05-10 修回日期:2022-06-14 发布日期:2022-11-04
  • 通讯作者: 王莹,Email:yeaishuijiao@126.com.
  • 基金资助:
    国家重点研发计划课题(2019YFB1405303),国家自然科学基金面上项目(72174018)资助课题.

张佳敏, 王莹. 考虑在线评论的中小食品企业品牌价值评价[J]. 系统科学与数学, 2022, 42(10): 2665-2679.

ZHANG Jiamin, WANG Ying. Brand Value Evaluation of Small and Medium-Sized Food Enterprise by Considering Online Comments[J]. Journal of Systems Science and Mathematical Sciences, 2022, 42(10): 2665-2679.

Brand Value Evaluation of Small and Medium-Sized Food Enterprise by Considering Online Comments

ZHANG Jiamin1, WANG Ying1,2   

  1. 1. School of Economics and Management, Beijing Information Technology University, Beijing 100192;
    2. Intelligent Decision and Big Data Application Beijing International Science and Technology Cooperation Base, Beijing 100192
  • Received:2022-05-10 Revised:2022-06-14 Published:2022-11-04
针对品牌价值评价费用高、消费者评价信息难以获取等问题,文章提出考虑在线评论的中小企业品牌价值评价方法.基于国标“品牌评价多周期超额收益法”框架,从资本力、消费者、创新、社会责任四个维度完善品牌强度评估指标体系;考虑以在线评论等数据评估不同维度指标,并通过AHP法判断不同维度的权重;基于灰色预测模型预测品牌的超额收益,实现中小企业品牌价值评价.以14家食品行业中小企业为例,获取在线数据,计算各企业品牌价值和排名,探究影响企业品牌价值排名的关键因素.实证结果表明,该模型对中小食品企业的品牌价值评价具有较强的适用性,对其他行业中小企业也具有一定的参考价值.
Aiming at the issues of the high cost of brand value evaluation and the difficulty of collecting consumer comments,this paper proposes a brand value evaluation method for small and medium-sized enterprises by considering online comments.First,based on the framework of the national standard "multi-cycle excess return method for brand evaluation",a brand strength evaluation index system including four dimensions of capital strength,consumers,innovation and social responsibility is built.The indicators of different dimensions are evaluated according to online comments and other data,and the weight of different dimension is determined by AHP method;the brand excess return is calculated by grey forecasting model,and the brand value of small and medium enterprises is finally calculated.Taking 14 small and medium-sized enterprises in food industry as examples,the brand value and the ranking of each enterprise are estimated,and the key factors that affect the ranking of enterprise brand value are explored.The empirical results show that the model has strong applicability to the brand value evaluation of small and medium-sized food enterprises,and also has certain reference value for small and medium-sized enterprises in other industry.

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