The Research On Business Ethics Influence Of Brand Extension Of Food Companies

Hierarchy of needs will demand physical inevitable as the most intense bottom needs, but also to promote a powerful driving force of human behavior. That is the most basic needs of physical survival, food and thus become the basis for social stability and people’s survival. Therefore, the food industry occupies an important position in the national economy is self-evident in. China since reform and opening up, the rapid development of the food industry, many food companies through brand extension strategy to achieve a diversified development of enterprises. But in recent years, domestic food safety issues abound, the food business integrity seriously questioned by business ethics, business ethics for the development of enterprises had a major impact.This article is based on the Chinese food companies’ brand extension strategy, considering fuzziness business ethics have an impact on the corporate brand extension strategy of various factors, the use of fuzzy comprehensive evaluation Fuzzy set theory combined with AHP model, and on this basis, some suggestions and countermeasures. Papers take AHP method, factors co-branded sub-index of similarity, the consumer brand knowledge, market conditions three types of indicators, according to these three criteria layer indicators corresponding measure. Then take control factor table Delphi method to determine the conclusions drawn, the Business Ethics factors pairwise comparison of brand extension, and then based on the importance of quantitative analysis. The relative importance of the elements used in the empirical analysis of the calculation process, judgment matrix and given its weight, the last light of the weight vector and vector judgment decision criteria to construct fuzzy comprehensive evaluation matrix, and then calculating the appropriate data into the company’s business ethics affect results Chinese food companies under implementation effect of brand extension.Thesis research results show that business ethics has some influence on Chinese food companies’ brand extension. Good business ethics evaluation of the effect of the food companies have promoted the brand extension, the food companies to avoid a negative assessment of business ethics should implement brand extension strategy. End of the article made a conclusion about the topic, prospects and business ethics evaluation for Chinese food companies are given appropriate recommendations.