基于综合集成方法的服装上市公司品牌竞争力评价研究

服装业是我国国民经济的支柱产业之一,长期以来,我国服装业在积累资金、扩大就业、出口创汇方面一直发挥着重要的作用.选取2010年15家服装上市企业作为样本,采用聚类分析和非参数检验对样本指标进行筛选,然后利用熵值法和灰色关联投影法评价15家企业的品牌竞争能力,最后通过Spearman等级相关系数和Kendall-τ相关系数进行有效性检验.结果表明,综合集成方法在进行品牌竞争力评价中既有理论启示,也具有实践意义.

Evaluation of Brand Competitiveness Based on the Comprehensive Integration Methods in Clothing Listed Enterprises

Clothing industry is one of pillar industries for China in the national economy. For a long time,the clothing industry plays a role in accumulation fund,promoting employment and exporting goods to earn foreign currency.This article selects 15 listed clothing enterprises as a sample,and utilizes clustering analysis and nonparametric test to reduce the input index.Then,the paper uses entropy and grey relation projection to analyze listed companies' brand competitiveness.At last,the paper uses Spearman correlation coefficient and Kendall-τcorrelation coefficient to test the validation of results.The results of this paper show that the comprehensive integration methods have both theoretical significance, and also have practical significance in the evaluation of brand competitiveness.