Evaluation of Heavy Commercial Vehicles Brand Considering Multi-Attribute Indexes in China

Xiong Xiaoqin () and Cheng Aiguo ()
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Xiong Xiaoqin: College of Mechanical and Vehicle Engineering, Hunan University, Changsha, 410082, China
Cheng Aiguo: College of Mechanical and Vehicle Engineering, Hunan University, Changsha, 410082, China

Journal of Systems Science and Information, 2020, vol. 8, issue 4, 291-308

Abstract: Assessment of brand competitiveness which influences consumer trends and company’s sales performance contributes to business development. This paper elaborates the theories and the main investigations of brand competitiveness, and formulates a comprehensive hierarchical structure integrating multi-attribute indexes, i.e., social, technical, managerial, environmental and cultural criteria. An integrated multi-criterion decision-making (MCDM) model combining with analytic hierarchy process (AHP), grey relational analysis (GRA) and VIKOR is presented to determine the weights of influence criteria and to evaluate brand competitiveness. The utilized integrated methodology has been proved to be valid and practical by the empirical application on three enterprises. The results provide an accurate and effective tool for MCDM problem and also a new guideline for the enterprise development.

Keywords: heavy commercial vehicles; brand competitiveness; multi-criterion decision-making (MCDM); grey relational analysis (GRA); VIKOR (search for similar items in EconPapers)
Date: 2020
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Persistent link: https://EconPapers.repec.org/RePEc:bpj:jossai:v:8:y:2020:i:4:p:291-308:n:1

DOI: 10.21078/JSSI-2020-291-18

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