Research On Risk Analysis And Control Of Public Brand

More and more enterprises or areas begain to form the public brand with the development of economic, which must spend a lot of manpower and material resources, financial resources, developing wider market, and win wider living space. At the same time, the risk of public brand is following. Because the risk can change as the change of internal and external environment, it may increase or decline or even disappear in the process of the decision-making activities and also generate new risks.For those reasons, this paper carry out some explorative research in public brand risk factor on the status of the study at home and broad. The paper has analyzed the module of the industrial eluster brand risk factor and proposed some constructive suggestions by AHP and Multi Level Fuzzy Integrated Evaluation in order to help companies realize the source of brand risk and reinforce the study and improve the capability of facing the outer-environment risk and construct public brand.Firstly, the paper introduced the background, significance, methods and technology route, then reviewed public brand theory; secondly, the paper discoursed the risk analysis and the forms of the public brand and constructed the public brand risk; thirdly, the paper constructed the evaluation index system of the public brand risk by the methods of AHP and Multi Level Fuzzy Integrated Evaluation and also proposed the coping strategy by analyzing the model of "Haoke Shandong" and "Qicai Yunnan" lastly, it reviewed the article and analyzed its prospects.