| 基于BP神经网络的品牌延伸决策模型 |
| |
| 引用本文： | 张鹏,王兴元.基于BP神经网络的品牌延伸决策模型[J].软科学,2012(3):124-128. |
| |
| 作者姓名： | 张鹏 王兴元 |
| |
| 作者单位： | 山东大学管理学院 |
| |
| 基金项目： | 国家自然科学基金资助项目(70872062) |
| |
| 摘 要： | 通过分析品牌延伸决策方面现有研究的不足,探讨了消费者品牌延伸评价因素,建立了品牌延伸决策指标体系;结合品牌延伸决策问题具有的非线性和机理不明确等特征,基于品牌延伸决策指标体系,利用BP神经网络建立了品牌延伸决策模型;最后进行了模型应用。
|
| 关 键 词： | 品牌延伸 决策模型 BP神经网络 |
A Decision Model for Brand Extension Based on BP Neural Network |
| |
| ZHANG Peng,WANG Xing-yuan.A Decision Model for Brand Extension Based on BP Neural Network[J].Soft Science,2012(3):124-128. |
| |
| Authors: | ZHANG Peng WANG Xing-yuan |
| |
| Affiliation: | (School of Management,Shandong University,Jinan 250100) |
| |
| Abstract: | The deficiency of current research in brand extension decision is analyzed.Evaluation factors of brand extension are discussed.Decision index system for brand extension is established,based on which a decision model for brand extension is proposed which utilizes BP neural network concerning the nonlinear and indefinite mechanism characteristics of brand extension decision problem.At last the model is put into use. |
| |
| Keywords: | brand extension decision model BP neural network |
| 本文献已被 CNKI 等数据库收录！ |
