›› 2015, Vol. 10 ›› Issue (1): 35-42.doi:
ZHANG Ji-wei1, 2, WANG Shu-ling1
ZHANG Ji-wei1, 2, WANG Shu-ling1
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.