Research On The Evaluation System For Brand Operation Performance Of Apparel Enterprises

Apparel brands face a dynamic and competitive marketing environment, and it isneedful for apparel enterprises to react accordingly. The purpose of this study was todevelop an index system for evaluating the brand operation performance of apparelenterprises in order to help them make associated decisions.Three-hierarchy indexes in four dimensions were designed from the perspective ofboth consumer cognition and enterprise business operation, on the base of the analysis ofinfluencing factors. Three hierarchies of this index system are criterion layer, sub-criterionlayer and indicator layer respectively. And four assessment dimensions areenterprise-based brand profit, brand market and brand development, along withconsumer-based brand equity. FAHP was utilized to determine the weight of everyevaluation index. Subsequently, the method of fuzzy comprehensive evaluation wasproposed to make the eventual performance evaluation. Finally, an empirical applicationwas carried out to demonstrate the feasibility and rationality of this system.It provides a practical solution by which apparel enterprises can systematically assessthe performance of brand operation and achieve the purpose of identifying the brandadvantages and disadvantages fully and clearly. Therefore, targeted measures can be takeninto account to improve the brand operation performance and enhance the brandcompetitiveness.