本文選題：品牌延伸　切入點：商業(yè)倫理　出處：《中南林業(yè)科技大學》2015年碩士論文　論文類型：學位論文

【摘要】：需求層次理論將生理上的需求列為最強烈的不可避免的最底層需要,也是推動人們行動的強大動力。生理上最基本的需求即生存,食品因而成為社會穩(wěn)定以及人賴以生存的基礎。因此,食品行業(yè)在國民經(jīng)濟中占有不言而喻的重要地位。中國自改革開放以來,食品行業(yè)發(fā)展迅猛,眾多食品企業(yè)通過品牌延伸的策略實現(xiàn)了企業(yè)的多元化發(fā)展。但近年來,國內(nèi)食品安全問題層出不窮,食品企業(yè)誠信受到商業(yè)倫理的嚴重質(zhì)疑,商業(yè)倫理對企業(yè)的發(fā)展產(chǎn)生了重大影響。本文立足于中國食品的品牌延伸戰(zhàn)略,考慮商業(yè)倫理中對企業(yè)品牌延伸戰(zhàn)略產(chǎn)生影響的各個因素的模糊性,使用Fuzzy集合論與層次分析法相結(jié)合的模糊綜合評判建立模型,并在此基礎上提出了一些建議和對策。論文采取AHP方法,影響因素子指標共有品牌相似度、消費者品牌知識、市場環(huán)境三類指標,準則層按照這三類指標有對應的衡量指標。然后對照因素表采取德爾菲法得出判斷結(jié)論,把商業(yè)倫理影響品牌延伸的因素兩兩比較,然后根據(jù)重要性進行定量分析。在實證分析過程中使用判斷矩陣計算元素的相對重要性并賦予其權(quán)重,最后根據(jù)所得權(quán)重向量與評判決策標準向量,構(gòu)建模糊綜合評判矩陣,再將相應的數(shù)據(jù)納入計算公司得出在商業(yè)倫理影響下中國食品企業(yè)實施品牌延伸的效果。論文研究結(jié)果表明,商業(yè)倫理對中國食品企業(yè)的品牌延伸具有一定的影響。良好的商業(yè)倫理評價對中國食品企業(yè)的品牌延伸效果具有促進作用,食品企業(yè)在實施品牌延伸戰(zhàn)略時應避免商業(yè)倫理的負面評價。文章結(jié)尾圍繞論題作出了結(jié)論、展望并針對中國食品企業(yè)的商業(yè)倫理評價給出了適當?shù)慕ㄗh。
[Abstract]:The theory of hierarchy of demands lists physiological needs as the most intense and inevitable bottom needs, and is also a powerful driving force to promote people's action. The most basic physiological needs are survival. Therefore, the food industry plays an important role in the national economy. Since China's reform and opening up, the food industry has developed rapidly. Many food enterprises have realized their diversified development through brand extension strategy. However, in recent years, food safety problems have emerged one after another, and the integrity of food enterprises has been seriously questioned by business ethics. Business ethics has a great impact on the development of enterprises. This paper bases on the brand extension strategy of Chinese food and considers the fuzziness of various factors in business ethics that affect the brand extension strategy of enterprises. This paper establishes a model by using Fuzzy set theory and AHP, and puts forward some suggestions and countermeasures on this basis. The paper adopts AHP method, the influence factor sub-index shares brand similarity and consumer brand knowledge. There are three kinds of indicators in the market environment, according to these three indicators, the criterion level has corresponding measurement indicators. Then the Delphi method is used to draw the judgment conclusion in contrast to the factor table, and the factors that affect the brand extension of business ethics are compared in two and two. Then quantitative analysis is carried out according to importance. In the process of empirical analysis, the relative importance of elements is calculated by using judgment matrix and given its weight. Finally, a fuzzy comprehensive evaluation matrix is constructed according to the weight vector and the decision criterion vector. Then the corresponding data are incorporated into the calculation company to obtain the effect of brand extension of Chinese food enterprises under the influence of business ethics. Business ethics has certain influence on the brand extension of Chinese food enterprises. Good business ethics evaluation can promote the brand extension effect of Chinese food enterprises. In the implementation of brand extension strategy, food enterprises should avoid negative evaluation of business ethics. At the end of the paper, the conclusion is made around the topic, and some suggestions are given for the evaluation of business ethics of food enterprises in China.
【學位授予單位】：中南林業(yè)科技大學
【學位級別】：碩士
【學位授予年份】：2015
【分類號】：F273.2;F426.82

【引證文獻】

相關(guān)會議論文 前1條

1 鄭翠萍;周畢文;;房地產(chǎn)商品品牌延伸策略的理性思考[A];中國商品學會2007年年會論文集[C];2008年

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本文編號：1577045