碩士 / 國立臺灣海洋大學 / 航運管理學系 / 92 / Abstract
The main purpose of this paper is to develop a fuzzy multi-criteria decision making model for the brand equity evaluation of ocean freight forwarder. First, by studying relevant documents and by interviewing several scholars and professionals, the evaluation criteria for brand equity are constructed. For example, brand loyalty, brand awareness, brand association and differentiation, perceived quality and competitive advantage (or market state evaluation). Then, the fuzzy set theory as well as the concepts of ideal and anti-ideal are combined together to build up the evaluation model utiliyed to access the brand equity for ocean freight forwarder.
The proposed evaluation model can efficiently convey the fuzziness existing in the decision process and assure more convincing and accurate evaluation.
Key Words： fuzzy multi-criteria decision making, ideal and anti-ideal solution, brand equity.
| Identifer | oai:union.ndltd.org:TW/092NTOU5301014 |
| Date | January 2004 |
| Creators | Ku-Hsin-Fong, 辜馨峰 |
| Contributors | Gin-Shuh-Liang, 梁 金 樹 |
| Source Sets | National Digital Library of Theses and Dissertations in Taiwan |
| Language | zh-TW |
| Detected Language | English |
| Type | 學位論文 ; thesis |
| Format | 79 |
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