农产品品牌延伸效果测度的改进模型及其应用

摘要

Brand Extension of agricultural production is one of the important means which can construct the core competitiveness of enterprises.However,many factors which can influence the effect of brand extension of agricultural products are more.It is a complex systems engineering.This article tries to construct index system of evaluation and Fuzzy model of quantitative measurement by fuzzy mathematical theory and methods which can build the effect of brand extension of agricultural enterprises.It tries to tackle the problem of fuzzy uncertainty based on research results.It will identify the validity and reliability of the model by empirical analysis.This study will provide a new quantitative decision-making models and methods of brand extension of agricultural enterprises and be beneficial to the brand extension of agricultural products.%农产品品牌延伸是农产品生产企业营造核心竞争力的重要手段之一.然而,影响农产品品牌延伸效果的因素众多,是一个复杂的系统工程,其品牌延伸效果的优劣具有较强的模糊不确定性.在已有研究成果的基础上,针对该问题的模糊不确定性,尝试运用模糊数学和决策科学理论与方法,对农产品生产企业的品牌延伸效果构建评价指标体系和测度的一种改进模型,并通过实证说明该模型的有效性和可靠性,以期为农产品生产企业的品牌延伸提供一种新的定量决策模型和方法,进而能够对农产品品牌延伸研究有所裨益.