High-tech Brand Risk Factors Analysis And Evaluation

With the new development of technological revolution represented by information technology, the high-tech trade has created point for new economical growth, high-tech brand has made more and more contribution to the economical development, and gained high quota monopoly profit, but because of its own particularity of high-tech brand and the complexity of the market, high-tech brand is facing huge risk while gaining rich profit. As high-tech brand has the characteristics of huge risk, it requests the enterprises to carry on risk analysis and risk control, so that the brand can develop healthily. At present, there are some studies on brand risk abroad, but most studies stressed on the analysis of brand risk factor, and didn't create corresponding model to evaluate the brand risk; in our country, the study on brand risk is nearly blank.Just because of the above reasons, the thesis makes a study of this question from risk management angle, in order to help the high-tech enterprise realize the risk and control it. Although the risk of the high-tech brand objectively existed and can not be avoided, high-tech enterprise can analyze the risk and establish effective risk assessment system and the early warning safeguard system to guard the brand, reduce the risk as far as possible, in order to safeguard the brand.Firstly, the thesis introduced the background of the thesis and the concepts of hi-tech brand risk, and proposed the brand risk management frame; secondly, the thesis detailed the risk factors that affect hi-tech brand, and introduced the index of the brand risk assessment and weight; Thirdly, the thesis introduced the fuzzy method and did case research; lastly, the thesis reviewed the article.