国内中高档商务休闲男装品牌评价体系

纺织学报 ›› 2011, Vol. 32 ›› Issue (12): 124-127.

国内中高档商务休闲男装品牌评价体系

葛凌桦¹,郭建南¹,朱伟明²

1. 浙江理工大学服装学院
2.

收稿日期:2010-11-05 修回日期:2011-07-11 出版日期:2011-12-15 发布日期:2011-12-16
通讯作者: 葛凌桦 E-mail:flowerxr@sina.com
基金资助:
研究生创新基金;校级

Evaluation System of Middle-high Level Chinese Business and Casual Men’s Suit Brand

Received:2010-11-05 Revised:2011-07-11 Online:2011-12-15 Published:2011-12-16

摘要/Abstract

摘要： 在调研分析国内中高档商务休闲男装品牌的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四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。

Abstract: Based on analyzing the Chinese business and casual men’s suit market situation and characteristics, the index system and evaluation method of Chinese business and casual men’s suit brand are mainly researched in this paper. Firstly, the comprehensive evaluation index system of Chinese business and casual men's suit brand is built from 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 sets up hierarchy structure to evaluate index system by fuzzy comprehensive evaluation. Finally the comprehensive evaluation model of Chinese business and casual men's suit brand is found, and compares BOSSsunwen with VICUTU which are typical brands of Chinese business and casual men’s suit

葛凌桦, 郭建南, 朱伟明. 国内中高档商务休闲男装品牌评价体系[J]. 纺织学报, 2011, 32(12): 124-127.

GE Ling-Hua, GUO Jian-南, ZHU Wei-Ming. Evaluation System of Middle-high Level Chinese Business and Casual Men’s Suit Brand[J]. JOURNAL OF TEXTILE RESEARCH, 2011, 32(12): 124-127.

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