The Establishment Of Performance Performance Evaluation Model Of The Cluster Brand And The Research On The Development Strategy

As the development competitive advantage of cluster brand becomes apparent,many enterprises line up to consider the direction of the brand development long-term,so the cluster brand strategy is to be the development direction.But there have not yet been more mature development mode of cluster brand in the brand development model of China’s economy,have not been a reference and standard development model.This article integrates a set of theory of evaluation model of the cluster brand in reference to overseas and domestic relative theory about cluster brand and performance evaluation of the cluster brand,it will provide reference foundation for indicator screening.Screening device combined with the thesis,the paper mainly use SPSS software to process date for statistical analysis; use AMOS software to formulate the model;use COREDRAW software to draw the frame;and use EXCEL software to calculate functions;and use MATELAB software to programme,and so on.Assist to complete dissertation by using these tools.Because the relevant theories of performance evaluation of the cluster brand have not been mature,and there have not been integrated theoretical gist.This article carry on the theory research combined with the related theories of cluster brand and the relevant theories of performance evaluation,and distill analytic factors of performance evaluation of the cluster brand.then proceed analysts survey and questionnaire investigation,and then use SPSS software to process date for statistical analysis; use AMOS software to formulate the second order model,and then establish structure relationship model of performance evaluation of the cluster brand. Build the model of performance evaluation of the cluster brand with fuzzy-synthetic evaluation model,at last,choose "Hengyuanxiang" and " ThreeGun" from Shanghai Textile and Clothing enterprises,and they are surveyed. Use MATLAB software and EXCEL software to calculate functions,and then calculate the result and comparison analysis combined with their own path of development,then put forward suggestion available for reference,and also provide a direction basis for Shanghai Textile and Clothing Brand to develop cluster brand.It is the first try to combine structural equation model withfuzzy-synthetic evaluation model. Although there are examples to build up relation equation with structural equation model,they have little attempt.Analyze from the aspect of the nature,structural equation model and fuzzy-synthetic evaluation model are the same in variables’ mutual relationship,so integrate then as the final comprehensive weight,and calculate the final comprehensive result.