第42卷第3期2023年6月兰州交通大学学报JournalofLanzhouJiaotongUniversityVol．42No．3Jun．2023收稿日期:2023-01-20学报网址:https://lztx．cbpt．cnki．net作者简介:武咸春(1982－)，女，安徽芜湖人，讲师，硕士研究生，主要研究方向为茶业经济管理。E-mail:spring300@qq．com文章编号:1001-4373(2023)03-0106-07DOI:10．3969/j．issn．1001-4373．2023．03．015基于AHP-FCE精制茶加工型企业品牌价值评价武咸春(安徽财贸职业学院，安徽合肥230601)摘要:在梳理品牌价值内涵的基础上，构建品牌价值评价指标体系，包括品牌收益、品牌忠诚度和品牌强度3个一级指标、10个二级指标和26个三级指标，运用层次分析法与模糊综合评价法建立评价模型。选取新三板市场中酒、饮料和精制茶加工型企业的品牌价值进行评价，验证AHP-FCE模型在评价精制茶加工型企业品牌价值的可行性，结论表明在品牌价值评价过程中，品牌强度能够决定企业品牌价值评价等级的下限，最后针对综合评价结果对茶企品牌价值提升提出改进建议。关键词:品牌价值;层次分析法;模糊综合评价法;精制茶加工型企业中图分类号:F325文献标志码:AAnEvaluationofBrandValueofＲefinedTeaProcessingEnterprisesBasedonAHP-FCEModelWUXian-chun(AnhuiFinance＆TradeVocationalCollege，Hefei230601，China)Abstract:The14thfive-yearplanclearlypointsoutthatimprovingthebrandvalueandtheinfluenceofproductservicesisvital．BrandbuildingisareflectionofChina＇seconomicsoftpower．Onthebasisofcombingtheconnotationofbrandvalue，thispaperconstructsanevaluationindexsystemofbrandvalue，includingthreefirst-classindicatorsofbrandincome，brandloyaltyandbrandstrength，10second-classindicatorsand26third-classindicators．AnevaluationmodelisestablishedbyusingAHPandfuzzycom-prehensiveevaluationmethod．Thispaperevaluatesthebrandvalueofwine，beverageandrefinedteapro-cessingenterprisesinNationalEquitiesExchangeandQuotations，andverifiesthefeasibilityofAHP-FCEmodelinevaluatingthebrandvalueofrefinedteaprocessingenterprises．Itishelpfulforrefinedteapro-cessingenterprisestocarryouttargetedbrandvalueconstructionandpromotionactivities，thuspromotethetransformationanddevelopmentofChineseproductsintoChinesebrands．Keywords:brandvalue;analytichierarc...
