The Research on Sort Method of Consumer?s Brand Preference Under Uncertain Environment

摘要

This study described the degree of influencing brand degree preference in different consumers through linguistic term, operated linguistic assessment information by applying evidential reasoning algorithm and combining the operator of dyadic semanteme, concluded different brand language evaluation value based on dyadic semanteme then measured and sorted different brand preference with the dyadic semanteme properties. The consumer brand preference ranking method under uncertain environment is a scientific solution to various uncertain problems in the consumer brand preference ordering. Finally, an analysis example is given to illustrate the feasibility and affectivity of the method.