CN-121981750-A - Multi-dimensional-based brand reputation evaluation method and system

CN121981750ACN 121981750 ACN121981750 ACN 121981750ACN-121981750-A

Abstract

The invention relates to the technical field of brand reputation evaluation, in particular to a multi-dimensional-based brand reputation evaluation method and system. The method comprises the steps of analyzing basic capability reputation information and basic capability reputation evaluation indexes to obtain basic capability reputation characteristic values of brands to be evaluated, analyzing sustainable operation reputation information and sustainable operation reputation evaluation indexes to obtain capital flow indexes, brand development indexes and evaluation indexes of stakeholders on the brands, calculating the sustainable operation reputation characteristic values of the brands to be evaluated based on the capital flow indexes, the brand development indexes and the evaluation indexes of stakeholders on the brands, obtaining brand reputation evaluation characteristic values of the brands to be evaluated based on the basic capability reputation characteristic values and the sustainable operation reputation characteristic values, and determining brand reputation levels of the brands to be evaluated based on the brand reputation evaluation characteristic values, so that comprehensiveness and accuracy of brand reputation evaluation can be improved.

Inventors

Pan Dinglin
TAO YILIN
WANG HAOBIN

Assignees

山东零柒品牌管理有限公司

Dates

Publication Date: 20260505
Application Date: 20260122

Claims (9)

1. A multi-dimensional-based brand reputation evaluation method, the method comprising: The method comprises the steps of obtaining reputation evaluation information and reputation evaluation indexes of brands to be evaluated, wherein the reputation evaluation information comprises basic capability reputation information and sustainable operation reputation information, and the reputation evaluation indexes comprise basic capability reputation evaluation indexes and sustainable operation reputation evaluation indexes; Analyzing the basic capability reputation information and the basic capability reputation evaluation index to obtain a basic capability reputation characteristic value of the brand to be evaluated; Analyzing the sustainable operation reputation information and the sustainable operation reputation evaluation index to obtain a capital flow index, a brand development index and an evaluation index of a stakeholder on the brand, and calculating to obtain a sustainable operation reputation characteristic value of the brand to be evaluated based on the capital flow index, the brand development index and the evaluation index of the stakeholder on the brand; and obtaining a brand reputation evaluation characteristic value of the brand to be evaluated based on the basic capability reputation characteristic value and the sustainable operation reputation characteristic value, and determining the brand reputation level of the brand to be evaluated based on the brand reputation evaluation characteristic value.
2. The multi-dimensional brand reputation evaluation method according to claim 1, wherein analyzing the basic capability reputation information and the basic capability reputation evaluation index to obtain the basic capability reputation characteristic value of the brand to be evaluated specifically comprises the following steps: Selecting the product failure rate, the product return goods rate, the industry standard certificate quantity, the offline store density and the product iteration speed of the brand to be evaluated based on the basic capability reputation information, extracting entity names by utilizing the CRF model, and converting the entity names into vector matrixes based on the word bag model; Calculating a modularity vector between the vector matrix and an evaluation vector matrix corresponding to the basic capability reputation evaluation index : ; Wherein, the For the number of vectors in the vector matrix, A adjacency matrix representing a vector matrix and an evaluation vector matrix, , The node numbers representing the adjacency matrix, Representing adjacency matrix The sum of all the edge numbers of the two edges, Representation of Is used for the degree of (3), Representation of Is used for the degree of (3), Representing nodes The presence of a community of people, Representing nodes The presence of a community of people, If the quantity of the basic capability reputation information of the evaluation vector matrix corresponding to the vector matrix and the basic capability reputation evaluation index is different, taking the vector matrix and the basic capability reputation evaluation index as the condition limiting coefficients If the number of the basic capability reputation information of the vector matrix is 0 and the number of the basic capability reputation information of the evaluation vector matrix corresponding to the basic capability reputation evaluation index is the same, then 1, Wherein the failure rate of products, the return rate of products, the number of industry standard up-to-standard certificates, the density of off-line stores and the iterative speed of products are all basic capability reputation information; Vector the modularity Is recorded as a basic capability reputation characteristic of the brand under evaluation.
3. The multi-dimensional based brand reputation evaluation method of claim 1, wherein analyzing the sustainable operation reputation information and the sustainable operation reputation evaluation index to obtain the capital flow index specifically comprises the following processes: Obtaining the net inflow sum of enterprises corresponding to brands to be evaluated in each preset operation period based on sustainable operation reputation information, wherein the net inflow sum is the difference value obtained by subtracting the net outflow sum from the net inflow sum in each preset operation period, the number of the preset operation periods is taken as an X axis, a rectangular coordinate system is established by taking the net inflow sum of the brands to be evaluated in the preset operation period as a Y axis, a net inflow sum curve is drawn in a dot drawing mode, the number of all curve ascending sections, the number of all curve descending sections and the number of all curve horizontal sections are obtained from the net inflow sum curve, the number sum value between the number of all curve descending sections and the number of all curve horizontal sections is calculated, and the ratio of the number of all curve ascending sections to the number sum value is recorded as a capital flow index.
4. The multi-dimensional based brand reputation evaluation method of claim 1, wherein analyzing the sustainable operation reputation information and the sustainable operation reputation evaluation index to obtain the brand development index specifically comprises the following steps: acquiring the total research and development investment in each preset operation period in a preset operation period based on the sustainable operation reputation information, and generating a graph structure based on the total research and development investment in each preset operation period and the total research and development investment threshold corresponding to the sustainable operation reputation evaluation index , wherein, Representing node sets corresponding to each preset operation period, wherein each preset operation period corresponds to a node of a graph structure, and the node sets , In order to be the number of nodes, To represent the difference between the sum of research and development investment and the sum of research and development threshold value for each node, Wherein two adjacent nodes Constituting the edge Edges (V) In the figure structure The length of the node is determined by the difference value between the total research and development investment corresponding to each node and the total research and development investment threshold; edge centrality is defined as the average of two neighboring node centrality scores as follows: Wherein, the method comprises the steps of, Is a side For representing the influence of importance between two connected nodes, 、 Representing a node centrality measure; Calculating probability of each edge according to centrality of each edge by setting To mitigate the influence of dense nodes, and calculate the research and development investment robustness rate of the graph structure after normalization processing : ; Wherein, the The aim is to control the overall robustness of the graph structure; Is that Is set at the maximum value of (c), Is that Is used for the average value of (a), For limiting the maximum value of the robustness; Will be Recorded as brand development index.
5. The multi-dimensional brand reputation evaluation method of claim 1, wherein analyzing the sustainable operation reputation information and the sustainable operation reputation evaluation index to obtain the evaluation index of the stakeholder on the brand specifically comprises the following steps: Obtaining consumer's acceptance rate of brands based on the sustainable operation reputation information, wherein the consumer's acceptance rate of brands is obtained by questionnaire investigation, obtaining the lowest acceptance rate of consumers based on the sustainable operation reputation evaluation index, and calculating the ratio HP of the consumer's acceptance rate of brands to the lowest acceptance rate of consumers; Obtaining the brand investor's good score for the brand based on the sustainable operation reputation information, wherein the brand investor's good score for the brand is obtained through questionnaire investigation, obtaining the brand investor's minimum good score based on the sustainable operation reputation evaluation index, and calculating the ratio TZ of the brand investor's good score for the brand to the brand investor's minimum good score; substituting the ratio HP and the ratio TZ into the formula: Wherein, the method comprises the steps of, For a stakeholder's index of merit for a brand, For consumer good scoring of brands, Is a good coefficient of brand investors for brands.
6. The multi-dimensional brand reputation evaluation method of claim 1, wherein calculating the sustainable operational reputation characteristic value of the brand to be evaluated based on the capital flow index, the brand development index, and the stakeholder's evaluation index of the brand comprises: capital flow index Index of brand development And index of interest-related person's evaluation of brands Substituting a sustainable operation reputation characteristic value calculation formula to calculate a sustainable operation reputation characteristic value SYZ, wherein the calculation formula is as follows: Wherein, the method comprises the steps of, 、、 Respectively, weight coefficients.
7. The multi-dimensional brand reputation evaluation method of claim 1, wherein deriving the brand reputation evaluation feature value for the brand under evaluation based on the base capability reputation feature value and the sustainable operation reputation feature value comprises, in particular, marking a sum of the base capability reputation feature value and the sustainable operation reputation feature value as the brand reputation evaluation feature value for the brand under evaluation.
8. The multi-dimensional brand reputation evaluation method of claim 1, wherein determining the brand reputation level of the brand to be evaluated based on the brand reputation evaluation feature value comprises: and loading a brand reputation evaluation characteristic value threshold, judging whether the brand reputation evaluation characteristic value exceeds the brand reputation evaluation characteristic value threshold, if so, judging that the brand reputation level of the brand to be evaluated is good, and if not, judging that the brand reputation level of the brand to be evaluated is general.
9. A multi-dimensional based brand reputation assessment system, adapted for use in the multi-dimensional based brand reputation assessment method of any one of claims 1 to 8, the system comprising: A brand reputation information obtaining unit, configured to obtain reputation evaluation information and reputation evaluation indexes of a brand to be evaluated, where the reputation evaluation information includes basic capability reputation information and sustainable operation reputation information, and the reputation evaluation indexes include basic capability reputation evaluation indexes and sustainable operation reputation evaluation indexes; the basic capability reputation calculation unit is used for analyzing the basic capability reputation information and basic capability reputation evaluation indexes to obtain basic capability reputation characteristic values of brands to be evaluated; The sustainable operation reputation calculation unit is used for analyzing the sustainable operation reputation information and the sustainable operation reputation evaluation index to obtain a capital flow index, a brand development index and an evaluation index of a stakeholder on a brand, and calculating a sustainable operation reputation characteristic value of the brand to be evaluated based on the capital flow index, the brand development index and the evaluation index of the stakeholder on the brand; and the brand reputation level determining unit is used for obtaining a brand reputation evaluation characteristic value of the brand to be evaluated based on the basic capability reputation characteristic value and the sustainable operation reputation characteristic value and determining the brand reputation level of the brand to be evaluated based on the brand reputation evaluation characteristic value.

Description

Multi-dimensional-based brand reputation evaluation method and system Technical Field The invention relates to the technical field of brand reputation evaluation, in particular to a multi-dimensional-based brand reputation evaluation method and system. Background With the increasing popularity of market competition, brand reputation has become an important component of enterprise core competitiveness. Good brand reputation not only can enhance consumer trust, but also can promote the market value and sustainable development capability of enterprises. Currently, some brand evaluation methods exist, but most focus on single dimensions such as financial performance or market share, and comprehensive consideration of brand basic capability and sustainable operation capability is lacking. Existing brand assessment models often rely on subjective questionnaires or simple index weighting, failing to explore deep the dynamic changes and potential risks in brand operation. For example, conventional methods have difficulty in effectively combining multi-source heterogeneous data such as product failure rates, development investment, capital flows, stakeholder evaluations, etc., resulting in a one-sided, lack of prospective evaluation results. In addition, the prior art lacks an effective quantification means for the long-term operation robustness and the dynamic evolution of reputation of brands, and is difficult to adapt to complex and changeable market environments. Therefore, a method and a system for realizing scientific, objective and comprehensive evaluation of brand reputation by combining data mining and complex network analysis technology from multi-dimensional and multi-index points are needed. Disclosure of Invention The invention aims to provide a multi-dimensional brand reputation evaluation method, which aims to solve the technical problems that an existing brand evaluation model often depends on subjective questionnaires or simple index weighting to realize brand reputation level evaluation, so that the brand reputation level evaluation is inaccurate and incomplete. The aim of the invention can be achieved by the following technical scheme: in one aspect, a multi-dimensional-based brand reputation evaluation method comprises: The method comprises the steps of obtaining reputation evaluation information and reputation evaluation indexes of brands to be evaluated, wherein the reputation evaluation information comprises basic capability reputation information and sustainable operation reputation information, and the reputation evaluation indexes comprise basic capability reputation evaluation indexes and sustainable operation reputation evaluation indexes; Analyzing the basic capability reputation information and the basic capability reputation evaluation index to obtain a basic capability reputation characteristic value of the brand to be evaluated; Analyzing the sustainable operation reputation information and the sustainable operation reputation evaluation index to obtain a capital flow index, a brand development index and an evaluation index of a stakeholder on the brand, and calculating to obtain a sustainable operation reputation characteristic value of the brand to be evaluated based on the capital flow index, the brand development index and the evaluation index of the stakeholder on the brand; and obtaining a brand reputation evaluation characteristic value of the brand to be evaluated based on the basic capability reputation characteristic value and the sustainable operation reputation characteristic value, and determining the brand reputation level of the brand to be evaluated based on the brand reputation evaluation characteristic value. Further, analyzing the basic capability reputation information and the basic capability reputation evaluation index to obtain a basic capability reputation characteristic value of the brand to be evaluated specifically comprises the following steps: Selecting the product failure rate, the product return goods rate, the industry standard certificate quantity, the offline store density and the product iteration speed of the brand to be evaluated based on the basic capability reputation information, extracting entity names by utilizing the CRF model, and converting the entity names into vector matrixes based on the word bag model; Calculating a modularity vector between the vector matrix and an evaluation vector matrix corresponding to the basic capability reputation evaluation index : ; Wherein, the For the number of vectors in the vector matrix,A adjacency matrix representing a vector matrix and an evaluation vector matrix,,The node numbers representing the adjacency matrix,Representing adjacency matrixThe sum of all the edge numbers of the two edges,Representation ofIs used for the degree of (3),Representation ofIs used for the degree of (3),Representing nodesThe presence of a community of people,Representing nodesThe presence of a community of people,If the qu