亚洲社会药学
亚洲社会药学

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›› 2015, Vol. 10 ›› Issue (1): 35-42.doi:

• 论文 • 上一篇    下一篇

An Evaluation Study of Brand Competitiveness of Chain PharmaciesBased on the Analytic Hierarchy Process

ZHANG Ji-wei1, 2, WANG Shu-ling1   

  1. 1.School of Business Administration, Shenyang Pharmaceutical University, Shenyang 110016, China;2.Pharmacy Department, Hongqi Hospital of Mudanjiang Medical College, Mudanjiang 157011, China
  • 收稿日期:1900-01-01 修回日期:1900-01-01 出版日期:2015-03-20 发布日期:2015-03-20

An Evaluation Study of Brand Competitiveness of Chain PharmaciesBased on the Analytic Hierarchy Process

ZHANG Ji-wei1, 2, WANG Shu-ling1   

  1. 1.School of Business Administration, Shenyang Pharmaceutical University, Shenyang 110016, China;2.Pharmacy Department, Hongqi Hospital of Mudanjiang Medical College, Mudanjiang 157011, China
  • Received:1900-01-01 Revised:1900-01-01 Online:2015-03-20 Published:2015-03-20
  • Contact: WANG Shu-ling

摘要： Objective To build up a scientific and rational evaluation system of brand competitiveness for chain pharmacies so that they can
have an effective way to cultivate and manage their brand competitiveness. Methods Literature review and expert interviews were
conducted to establish the basic framework for the evaluation system of brand competitiveness. The weight of first-level and secondlevel
indicators was determined by AHP and expert scoring methods. Results and Conclusion After the consistency test, the weight
coefficients of each indicator of the evaluation system are acceptable and they can be used as an effective tool to evaluate the brand
competitiveness of chain pharmacies. Weight coefficients are also used as references for pharmaceutical retail chain enterprises to
make decision in the brand cultivation.

关键词: chain pharmacy, brand competitiveness, analytic hierarchy process, weight

Abstract: Objective To build up a scientific and rational evaluation system of brand competitiveness for chain pharmacies so that they can
have an effective way to cultivate and manage their brand competitiveness. Methods Literature review and expert interviews were
conducted to establish the basic framework for the evaluation system of brand competitiveness. The weight of first-level and secondlevel
indicators was determined by AHP and expert scoring methods. Results and Conclusion After the consistency test, the weight
coefficients of each indicator of the evaluation system are acceptable and they can be used as an effective tool to evaluate the brand
competitiveness of chain pharmacies. Weight coefficients are also used as references for pharmaceutical retail chain enterprises to
make decision in the brand cultivation.

Key words: chain pharmacy, brand competitiveness, analytic hierarchy process, weight

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