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Research on the Construction of Enterprise Brand Competitiveness Evaluation System Based on the Integration of SWOT and AHP Model

In: Recent Developments in Data Science and Business Analytics

Author

Listed:
  • Mudan Tao

    (Sichuan University)

  • Zhi Li

    (Sichuan University)

Abstract

The brand is very important to the enterprise, which determines the enterprise’s core competitiveness. It is crucial to assess enterprise brand value based on a series of criteria, and this paper proposed enterprise brand evaluation system based on the SWOT model. It used the SWOT model to analysis and determine the brand competitive strengths, weaknesses, opportunities, threats and other factors of the enterprise brand, and then constructed the enterprise brand evaluation system by integrating SWOT Model and AHP calculation method.

Suggested Citation

  • Mudan Tao & Zhi Li, 2018. "Research on the Construction of Enterprise Brand Competitiveness Evaluation System Based on the Integration of SWOT and AHP Model," Springer Proceedings in Business and Economics, in: Madjid Tavana & Srikanta Patnaik (ed.), Recent Developments in Data Science and Business Analytics, chapter 0, pages 55-62, Springer.
    • Handle: RePEc:spr:prbchp:978-3-319-72745-5_6
    DOI: 10.1007/978-3-319-72745-5_6
    as

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