CN109636184A - A kind of appraisal procedure and system of the account assets of brand - Google Patents
A kind of appraisal procedure and system of the account assets of brand Download PDFInfo
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Abstract
The present invention relates to the appraisal procedures and system of a kind of account assets of brand, this method comprises: establishing the evaluation index system of account assets；Account number and number of fans of the bottom index in the whole brands for giving industry of evaluation index system are obtained, and calculates the incremental data of account number and number of fans；Fuzzy interval division is carried out to incremental data, establishes the standards of grading of evaluation index system；Establish the weight of indexs at different levels；The membership vector of indexs at different levels is calculated using multiply-add operator；According to standards of grading, weight and membership vector, the comprehensive score of multiply-add operator step-by-step calculation evaluation index system is utilized.Technical solution provided by the invention, fully utilize analytic hierarchy process (AHP) and Field Using Fuzzy Comprehensive Assessment, realize to the account assets of brand it is quantitative, objective, accurately assess, improving Brand Marketing precision and user for businessman improves brand consumption Experience Degree and has established decision basis, user satisfaction is high, experiences.
Description
Technical field
The present invention relates to big data processing technology fields, and in particular to a kind of appraisal procedure of account assets of brand and is
System.
Background technique
With the fast development of networking, running track of each brand on network increases increasingly, the network of various brands
Change data information also to increase in magnanimity, these information undoubtedly can be used as the invisible interconnection netting index of brand in current big data era
Word assets.
But the digital information of a multitude of names can allow company or consumer to feel dazzled, feel at a loss.Therefore, to each product
Statistics, analysis and the judge of board correlated digital information suffer from the understanding of company the operation of the said firm, consumer good
Good facilitation.Company can grasp the brand advantage and not of oneself by understanding oneself internet digital asset in time
Foot, keeps on top, covers the shortage, further increase the brand effect of oneself, earns more profits for company；Consumer passes through
More preferably product or service are bought in the brand internet digital asset of Xie company, the consumption that oneself can be instructed more scientific.
For the angle of Brand Evaluation, the internet digital asset of brand include: content assets, volume assets,
Account assets.Wherein, account assets refer to that platform, third party is broadcast live in third party's social platform, third party's search platform, third party
The user account number and number of fans of some brand on the internet channels such as document platform.Assess the interconnection netting index of some brand
Word assets must involve how to the account assets for assessing the brand.
Currently, the comprehensive evaluation theory being at home and abroad most widely used is analytic hierarchy process (AHP) (Analytic
Hierarchy Process, AHP).The thought of AHP is to decompose challenge by establishing clearly hierarchical structure first,
Secondary introducing measure theory with relative scale by the judgment criteria of people, and is successively established judgment matrix, is then asked by comparison
Solve the weight of judgment matrix, the comprehensive weight of last numerical procedure.But AHP method is when being compared two-by-two, if information is not
Completely, it just will appear and judge uncertain situation, so that solving precision has relatively large deviation.Fuzzy assessment method (Fuzzy
Comprehensive Evaluation Method) it is a kind of based on fuzzy set theory, to the various fuzzy letters in analysis assessment
Breath makees quantification treatment, and carries out the analysis method of state judgement, and the method that this qualitative index rationally quantifies preferably solves
In Comprehensive Evaluation the problems such as the ambiguity of the uncertainty of initial data or evaluation criteria.
Fuzzy overall evaluation is to consider various factors relevant to evaluation object using blurring mapping principle, made to it
Overall merit.
The basic principle is that:
(1) according to the multiple membership functions of the standard construction of evaluation,
(2) by evaluation metrics, corresponding degree is different (i.e. degree of membership is different) in each membership function, can be formed
One fuzzy relation matrix.
(3) weight coefficient matrix is constructed.
(4) weight coefficient fuzzy matrix and fuzzy relation matrix finally can be obtained by synthesis and is referred to by fuzzy operation
Mark the subordinated-degree matrix to each opinion rating.
Although AHP is theoretical in the prior art and Fuzzy Comprehensive Evaluation Theory development is very perfect, and answers in multiple fields
With, but it is how AHP is theoretical and Fuzzy Comprehensive Evaluation Theory is applied to account assets assessment field, it realizes to account assets
Assessment, is also not directed in the prior art.This make brand user and brand marketers particular brand can not be carried out it is quantitative, objective,
Accurately assessment, causes the Brand Marketing precision of businessman low, and the brand consumption experience of user is poor.
Summary of the invention
In view of this, it is an object of the invention to overcome the deficiencies of the prior art and provide a kind of account assets of brand
Appraisal procedure and system lead to the product of businessman to solve to cannot achieve in the prior art to assess the account assets of brand
Board is marketed, and precision is low, and the problem of difference is experienced in the brand consumption of user.
In order to achieve the above object, the present invention adopts the following technical scheme:
A kind of appraisal procedure of the account assets of brand, comprising:
Step S1, the evaluation index system of account assets is established；
Step S2, obtain the bottom index of the evaluation index system in the account number of whole brands of given industry and
Number of fans, and calculate separately the incremental data of the account number and number of fans；
Step S3, fuzzy interval division is carried out to the incremental data, establishes the standards of grading of the evaluation index system；
Step S4, using analytic hierarchy process (AHP), the weight of indexs at different levels is established；
Step S5, the membership vector of indexs at different levels is calculated using multiply-add operator；
Step S6, it according to the standards of grading, weight and membership vector, is assessed using described in multiply-add operator step-by-step calculation
The comprehensive score of index system.
Preferably, the step S3, comprising:
Step S31, fuzzy interval division is carried out to the incremental data, and division result is indicated with vector, must taken office
One index corresponds to the fuzzy set vector (G of n grading system1, G2....Gn), wherein n >=1；
Step S32, it is worth based on practical experience and determines fuzzy set vector (G1, G2....Gn) typical value (g1, g2....gn),
And by (g1, g2....gn) standards of grading as parameter score；Alternatively,
By g1=C (G1),g2=C (G2)....gn=C (Gn) it is determined as fuzzy set vector (G1, G2....Gn) typical value
(g1, g2....gn), and by (g1, g2....gn) standards of grading as parameter score；
Wherein, C (Gi) represent GiCenter-of-gravity value or central value, 1≤i≤n.
Preferably, the step S4 includes:
Step S41, questionnaire is provided to expert count every expert for two two indexes in the evaluation index system
Between importance degree judgment matrix and two indexes direct weight distribution；
Step S42, according to the confidence level of expert, weighting summarizes to obtain the weight distribution between two indexes；
Step S43, according to the confidence level of expert, weighting summarizes to obtain the judgment matrix of three and three or more indexs, and
The weight distribution between three and three or more indexs is calculated according to analytic hierarchy process (AHP).
Preferably, the step S5 includes:
Step S51, it is standardized according to incremental data of the formula (1) to the account number and number of fans:
Wherein, Δ x*Incremental data after indicating standardization, Δ x indicate the incremental data before standardization,
MinData indicates the minimum value of incremental data, and maxData indicates the maximum value of incremental data；
Step S52, Δ x is calculated according to formula (2)*For trapezoidal fuzzy set Gi=[a, b, c, d], 1≤i≤n degree of membershipTo obtain Δ x*The membership vector of corresponding index are as follows:
Wherein,
Wherein, a, b, c, d are to be obtained in the step S31 by carrying out fuzzy interval division to the incremental data
Each trapezoidal fuzzy set GiBranch；
Step S53, assume there be m next stage index under any index in intermediate level index, this m next stage index
The membership vector of j-th of index be denoted as:This m next stage index
J-th of index weight be Wj, 1≤j≤m then calculates any index in intermediate level index according to formula (3) and being subordinate to
Spend vector:
Wherein, the intermediate level index refers to the index of other levels in addition to bottom index.
Preferably, the step S6 includes:
Step S61, the membership vector for assuming any index in intermediate level index is (a1, a2....an), whereinCorresponding fuzzy set vector (G1, G2....Gn) typical value be (g1,
g2....gn), then the increment score Δ S of this grade of index is calculated according to formula (4):
Δ S=a1g1+a2g2+.....angn(4),
Step S62, it sets the evaluation index system and shares y grades of indexs, there is m under any index in intermediate level index
Junior's index calculates the comprehensive score of the evaluation index system according to formula (5):
Wherein,Represent current time, the increment score of j-th of index of xth grade；WxjRepresent j-th of xth grade
The weight of index；The comprehensive score of evaluation index system described in last moment is represented,Represent assessment described in current time
The comprehensive score of index system.
Preferably, account of the bottom index for obtaining the evaluation index system in whole brands of given industry
At least one of several and number of fans, in the following manner:
Crawlers are provided from internet crawl, manual entry, third party's data platform.
In addition, the invention also provides a kind of assessment systems of the account assets of brand, comprising:
Unit is established, for establishing the evaluation index system of account assets；
Incremental data computing unit, for obtaining whole of the bottom index in given industry of the evaluation index system
The account number and number of fans of brand, and calculate the incremental data of the account number and number of fans；
Standards of grading establish unit, for carrying out fuzzy interval division to the incremental data, establish the evaluation index
The standards of grading of system；
Weight establishes unit, for utilizing analytic hierarchy process (AHP), establishes the weight of indexs at different levels；
Degree of membership computing unit, for calculating the membership vector of indexs at different levels using multiply-add operator；
Comprehensive score unit, for being counted step by step using multiply-add operator according to the standards of grading, weight and membership vector
Calculate the comprehensive score of the evaluation index system.
Preferably, the standards of grading establish unit, comprising:
Division unit for carrying out fuzzy interval division to the incremental data, and division result is indicated with vector, is obtained
Fuzzy set vector (the G of n grading system is corresponded to any index1, G2....Gn), wherein n >=1；
Determination unit determines fuzzy set vector (G for being worth based on practical experience1, G2....Gn) typical value (g1,
g2....gn), and by (g1, g2....gn) standards of grading as parameter score；Alternatively,
By g1=C (G1),g2=C (G2)....gn=C (Gn) it is determined as fuzzy set vector (G1, G2....Gn) typical value
(g1, g2....gn), and by (g1, g2....gn) standards of grading as parameter score；
Wherein, C (Gi) represent GiCenter-of-gravity value or central value, 1≤i≤n.
Preferably, the weight establishes unit, comprising:
Statistic unit, for expert provide questionnaire count every expert in the evaluation index system two-by-two
The judgment matrix of importance degree between index and the direct weight distribution of two indexes；
Weighted units, for the confidence level according to expert, weighting summarizes to obtain the weight distribution between two indexes；
It is also used to the confidence level according to expert, weighting summarizes to obtain the judgment matrix of three and three or more indexs, and root
The weight distribution between three and three or more indexs is calculated according to analytic hierarchy process (AHP).
Preferably, the incremental data computing unit obtains the evaluation index at least one of in the following manner
Account number and number of fans of the bottom index of system in whole brands of given industry:
Crawlers are provided from internet crawl, manual entry, third party's data platform.
The invention adopts the above technical scheme, at least have it is following the utility model has the advantages that
Technical solution provided by the invention, it is contemplated that the immense many and diverse and true and false doping of internet data information, it can be right
Assessment result interferes, and fully utilizes advantage and Field Using Fuzzy Comprehensive Assessment of the analytic hierarchy process (AHP) in distribution weight and is handling
Advantage in uncertainty, realize to the account assets of brand it is quantitative, objective, accurately assess, account money that will be abstract
The value assessment of production has carried out the data description for having elephant, compares general weighted average model, has stronger robustness and resists
Interference, improving Brand Marketing precision and user for businessman improves brand consumption Experience Degree and has established decision basis, Yong Human
Yi Dugao is experienced.
Detailed description of the invention
In order to more clearly explain the embodiment of the invention or the technical proposal in the existing technology, to embodiment or will show below
There is attached drawing needed in technical description to be briefly described, it should be apparent that, the accompanying drawings in the following description is only this
Some embodiments of invention for those of ordinary skill in the art without creative efforts, can be with
It obtains other drawings based on these drawings.
Fig. 1 is a kind of flow chart of the appraisal procedure of the account assets for brand that one embodiment of the invention provides；
Fig. 2 is a kind of schematic block diagram of the comprehensive score for calculating account assets that one embodiment of the invention provides；
Fig. 3 is a kind of schematic block diagram of the assessment system of the account assets for brand that one embodiment of the invention provides.
Specific embodiment
To make the object, technical solutions and advantages of the present invention clearer, technical solution of the present invention will be carried out below
Detailed description.Obviously, described embodiments are only a part of the embodiments of the present invention, instead of all the embodiments.Base
Embodiment in the present invention, those of ordinary skill in the art are obtained all without making creative work
Other embodiment belongs to the range that the present invention is protected.
Below by drawings and examples, technical scheme of the present invention will be described in further detail.
Referring to Fig. 1, a kind of appraisal procedure of the account assets for brand that one embodiment of the invention provides, comprising:
Step S1, the evaluation index system of account assets is established；
Step S2, obtain the bottom index of the evaluation index system in the account number of whole brands of given industry and
Number of fans, and calculate separately the incremental data of the account number and number of fans；
Step S3, fuzzy interval division is carried out to the incremental data, establishes the standards of grading of the evaluation index system；
Step S4, using analytic hierarchy process (AHP), the weight of indexs at different levels is established；
Step S5, the membership vector of indexs at different levels is calculated using multiply-add operator；
Step S6, it according to the standards of grading, weight and membership vector, is assessed using described in multiply-add operator step-by-step calculation
The comprehensive score of index system.
Technical solution provided in this embodiment, it is contemplated that the immense many and diverse and true and false doping of internet data information, meeting
Assessment result is interfered, advantage and Field Using Fuzzy Comprehensive Assessment of the analytic hierarchy process (AHP) in distribution weight is fully utilized and is locating
Advantage in reason uncertainty, realize to the account assets of brand it is quantitative, objective, accurately assess, account that will be abstract
The value assessment of assets carried out tool elephant data description, compare general weighted average model, have stronger robustness and
Anti-interference, improving Brand Marketing precision and user for businessman improves brand consumption Experience Degree and has established decision basis, user
Satisfaction is high, experiences.
It is understood that in concrete practice, the evaluation index system of the account assets may include that multistage refers to
Mark, in addition to bottom index, every grade of index may include multiple next stage indexs again.
In order to make it easy to understand, now passing through table one so that the evaluation index system of the account assets includes three-level index as an example
It is illustrated below:
Table one
It should be noted that above-mentioned table one is only to facilitate illustrate the evaluation index for the account assets that the present embodiment refers to
System and the example lifted, the evaluation index system for not representing the account assets that the present embodiment refers to are only as shown in Table 1
Index system, do not represent these indexs only as shown in Table 1 yet.
It is understood that the evaluation index system of the account assets can only include first class index, also may include
Two-level index, three-level index ... or more, the quantity for junior's index that every grade of index may include be also can according to
What family needed to be configured.
Preferably, account of the bottom index for obtaining the evaluation index system in whole brands of given industry
At least one of several and number of fans, in the following manner:
Crawlers are provided from internet crawl, manual entry, third party's data platform.
It should be noted that limiting the bottom index for obtaining the evaluation index system in the step S2 in given row
The account number and number of fans of whole brands of industry are because only that bottom index has account number and number of fans, other layer of index
There is no account number and number of fans.Technical solution provided in this embodiment is substantially that bottom index is according to account number and number of fans
Incremental data calculate respective degree of membership, other layer of index is calculated according to the degree of membership and weight of oneself next sublevel index
The index score of oneself out, then adds up layer by layer, obtains the score of final account assets.
The incremental data that the account number and number of fans are calculated in the step S2 is the prior art, for example, as it is known that previous
The account number and number of fans at moment are N1, the account number and number of fans at current time are N2, then current time, account number and powder
The incremental data Δ x=N of silk number2-N1。
This account asset evaluation method provided in this embodiment in order to facilitate understanding, referring to fig. 2, it is assumed that account assets
Evaluation index system is three-level.
Step S2, for the three-levle platform of account assets, the increment of the account number of bottom index is first calculated
The incremental data fans of data accounts and number of fans.
Step S3, fuzzy interval division is carried out to the incremental data, establishes the standards of grading of the evaluation index system.
Step S4, using analytic hierarchy process (AHP), the weight of indexs at different levels is established；For example, for account assets module, the
The weight of i-th of index is W in first class indexs1i, the weight of j-th of two-level index of i-th of index is in first order index
Ws2ij, the weight of k-th of three-level index of j-th of two-level index of i-th of index is W in first order indexs3ijk。
Step S5, the membership vector of indexs at different levels is calculated using multiply-add operator.
Step S6, it according to the standards of grading, weight and membership vector, is assessed using described in multiply-add operator step-by-step calculation
The comprehensive score of index system.
Preferably, the step S3, comprising:
Step S31, fuzzy interval division is carried out to the incremental data, and division result is indicated with vector, must taken office
One index corresponds to the fuzzy set vector (G of n grading system1, G2....Gn), wherein n >=1；
Step S32, it is worth based on practical experience and determines fuzzy set vector (G1, G2....Gn) typical value (g1, g2....gn),
And by (g1, g2....gn) standards of grading as parameter score；Alternatively,
By g1=C (G1),g2=C (G2)....gn=C (Gn) it is determined as fuzzy set vector (G1, G2....Gn) typical value
(g1, g2....gn), and by (g1, g2....gn) standards of grading as parameter score；
Wherein, C (Gi) represent GiCenter-of-gravity value or central value, 1≤i≤n.
For step S31, it is assumed that there are 3 grading systems, corresponding grade term vector can be expressed as (basic, normal, high),
Corresponding fuzzy set vector can be denoted as (G1, G2, G3)。
Fuzzy interval division, concrete methods of realizing are carried out to the incremental data in the step S31 are as follows:
Step S311, the fuzzy set total number numMF that setting fuzzy interval divides, and calculate branch number q=2*
numMF-1。
Step S312, the data Datas for reading fuzzy interval to be divided, calculates its minimum value minData and maximum value
maxData；
It should be understood that if data are normalized, minData=0, maxData=1；
The data Datas of the fuzzy interval to be divided is the incremental data.
If step S313, Datas is that empty set or data are all identical, section [0,1] is averagely divided into numNF at this time
A trapezoidal fuzzy set (remarks: data set is that empty or data are all identical, interval division its result whatever all,
So using the division mode that is simply averaged):
The parameter of (1) first trapezoidal fuzzy set is set as [0,0,1/q quantile, 2/q quantile]；
(2) for k=1:q-3 do (intermediate trapezoidal fuzzy set parameter setting)；
[k/q quantile, (k+1)/q quantile, (k+2)/q quantile, (k+3)/q quantile]；
(3) parameter of the last one trapezoidal fuzzy set is set as [(q-2)/q quantile, (q-1)/q quantile, 1,1].
If step S314, the quantity of different data is less than or equal to branch number q in Datas, section is averagely drawn at this time
It is divided into numNF Triangle Fuzzy Sets (remarks: since data are less, section to be divided equally into more careful triangle and is obscured
Collection):
The parameter of (1) first Triangle Fuzzy Sets is set as [minData, minData, minData, 1/ (numMF-1) points
Digit]；
(2) for j=0:numNF-3 do (intermediate trapezoidal fuzzy set parameter setting)
[j/ (numMF-1) quantile, (j+1)/(numMF-1) quantile, (j+1)/(numMF-1) quantile, (j+2)/
(numMF-1) quantile]；
(3) parameter of the last one Triangle Fuzzy Sets be set as [(numMF-2)/(numMF-1) quantile, maxData,
MaxData, maxData].
If step S315, the quantity of different data is greater than branch number q in Datas, following setting numMF is terraced at this time
Shape fuzzy set:
T=0；(index of control quantile, for the value that rejecting abnormalities are big or exception is small)
(at most under rejecting to 10% quantile and on 90% quantile, this magnitude can be voluntarily for t≤10 while
Adjustment)
Quantile=99；(it is initially set to 99% quantile, i.e., less than 1% quantile and 99% quantile will be greater than
Numerical value reject)
Low=(100-quantile-t*0.1)/100 quantile；
High=(quantile+t*0.1)/100 quantile；(new section minimum value low and maximum value high is set)
Data > branch number q of the if between [low, high]
The parameter of (1) first trapezoidal fuzzy set is set as [low, low, 1/q quantile, 2/q quantile]；
(2) for k=1:q-3 do (intermediate trapezoidal fuzzy set parameter setting)
[k/q quantile, (k+1)/q quantile, (k+2)/q quantile, (k+3)/q quantile]；
(3) parameter of the last one trapezoidal fuzzy set be set as [(q-2)/q quantile, (q-1)/q quantile, high,
high]；
else
T=t+1.
Preferably, the step S4 includes:
Step S41, questionnaire is provided to expert count every expert for two two indexes in the evaluation index system
Between importance degree judgment matrix and two indexes direct weight distribution；
Step S42, according to the confidence level of expert, weighting summarizes to obtain the weight distribution between two indexes；
In order to make it easy to understand, now passing through table two so that the evaluation index system of the account assets includes three-level index as an example
It is illustrated below:
Table two
It is the weighted data that expert provides in table two, the weight of corresponding index is found out using these data, such as three-level index
Service number and next floor index weights of subscription number are respectively as follows:
Certification: unverified=3/ (3+7): 3/ (3+7)=0.3:0.7 (service number)
Certification: unverified=4/ (4+5): 5/ (4+5)=0.44:0.56 (subscription number)
So also unify dimension, meets weight and equal to 1.
Step S43, according to the confidence level of expert, weighting summarizes to obtain the judgment matrix of three and three or more indexs, and
The weight distribution between three and three or more indexs is calculated according to analytic hierarchy process (AHP).
By taking the exemplary evaluation index system of above-mentioned table two as an example, the judgment matrix of three two-level index can be such as three institute of following table
Show:
Table three
It should be noted that being the prior art for Distribution Indexes weights at different levels, the application is in weight according to analytic hierarchy process (AHP)
What is utilized on the implementation of distribution is the prior art, is disclosed in the prior art, and details are not described herein by the application.
Preferably, the step S5 includes:
Step S51, it is standardized according to incremental data of the formula (1) to the account number and number of fans:
Wherein, Δ x*Incremental data after indicating standardization, Δ x indicate the incremental data before standardization,
MinData indicates the minimum value of incremental data, and maxData indicates the maximum value of incremental data；
Step S52, Δ x is calculated according to formula (2)*For trapezoidal fuzzy set Gi=[a, b, c, d], 1≤i≤n degree of membershipTo obtain Δ x*The membership vector of corresponding index are as follows:
Wherein,
Wherein, a, b, c, d are to be obtained in the step S31 by carrying out fuzzy interval division to the incremental data
Each trapezoidal fuzzy set GiBranch；
Step S53, assume there be m next stage index under any index in intermediate level index, this m next stage index
The membership vector of j-th of index be denoted as:This m next stage index
J-th of index weight be Wj, 1≤j≤m then calculates any index in intermediate level index according to formula (3) and being subordinate to
Spend vector:
Wherein, the intermediate level index refers to the index of other levels in addition to bottom index.
Preferably, the step S6 includes:
Step S61, the membership vector for assuming any index in intermediate level index is (a1, a2....an), whereinCorresponding fuzzy set vector (G1, G2....Gn) typical value be (g1,
g2....gn), then the increment score Δ S of this grade of index is calculated according to formula (4):
Δ S=a1g1+a2g2+.....angn(4),
Step S62, it sets the evaluation index system and shares y grades of indexs, there is m under any index in intermediate level index
Junior's index calculates the comprehensive score of the evaluation index system according to formula (5):
Wherein,Represent current time, the increment score of j-th of index of xth grade；WxjRepresent j-th of xth grade
The weight of index；The comprehensive score of evaluation index system described in last moment is represented,Represent assessment described in current time
The comprehensive score of index system.
In addition, the invention also provides a kind of assessment systems 100 of the account assets of brand referring to Fig. 3, comprising:
Unit 101 is established, for establishing the evaluation index system of account assets；
Incremental data computing unit 102, for obtaining the bottom index of the evaluation index system in given industry
The account number and number of fans of whole brands, and calculate separately the incremental data of the account number and number of fans；
Standards of grading establish unit 103, for carrying out fuzzy interval division to the incremental data, establish the assessment and refer to
The standards of grading of mark system；
Weight establishes unit 104, for utilizing analytic hierarchy process (AHP), establishes the weight of indexs at different levels；
Degree of membership computing unit 105, for calculating the membership vector of indexs at different levels using multiply-add operator；
Comprehensive score unit 106, for according to the standards of grading, weight and membership vector, using multiply-add operator by
Grade calculates the comprehensive score of the evaluation index system.
Technical solution provided in this embodiment, it is contemplated that the immense many and diverse and true and false doping of internet data information, meeting
Assessment result is interfered, advantage and Field Using Fuzzy Comprehensive Assessment of the analytic hierarchy process (AHP) in distribution weight is fully utilized and is locating
Advantage in reason uncertainty, realize to the account assets of brand it is quantitative, objective, accurately assess, account that will be abstract
The value assessment of assets carried out tool elephant data description, compare general weighted average model, have stronger robustness and
Anti-interference, improving Brand Marketing precision and user for businessman improves brand consumption Experience Degree and has established decision basis, user
Satisfaction is high, experiences.
Preferably, the standards of grading establish unit 103, comprising:
Division unit for carrying out fuzzy interval division to the incremental data, and division result is indicated with vector, is obtained
Fuzzy set vector (the G of n grading system is corresponded to any index1, G2....Gn), wherein n >=1；
Determination unit determines fuzzy set vector (G for being worth based on practical experience1, G2....Gn) typical value (g1,
g2....gn), and by (g1, g2....gn) standards of grading as parameter score；Alternatively,
By g1=C (G1),g2=C (G2)....gn=C (Gn) it is determined as fuzzy set vector (G1, G2....Gn) typical value
(g1, g2....gn), and by (g1, g2....gn) standards of grading as parameter score；
Wherein, C (Gi) represent GiCenter-of-gravity value or central value, 1≤i≤n.
Preferably, the weight establishes unit 104, comprising:
Statistic unit, for expert provide questionnaire count every expert in the evaluation index system two-by-two
The judgment matrix of importance degree between index and the direct weight distribution of two indexes；
Weighted units, for the confidence level according to expert, weighting summarizes to obtain the weight distribution between two indexes；
It is also used to the confidence level according to expert, weighting summarizes to obtain the judgment matrix of three and three or more indexs, and root
The weight distribution between three and three or more indexs is calculated according to analytic hierarchy process (AHP).
Preferably, the incremental data computing unit 102 obtains the assessment at least one of in the following manner and refers to
Account number and number of fans of the bottom index of mark system in whole brands of given industry:
Crawlers are provided from internet crawl, manual entry, third party's data platform.
The above description is merely a specific embodiment, but scope of protection of the present invention is not limited thereto, any
Those familiar with the art in the technical scope disclosed by the present invention, can easily think of the change or the replacement, and should all contain
Lid is within protection scope of the present invention.Therefore, protection scope of the present invention should be based on the protection scope of the described claims.
Term " first ", " second " are used for descriptive purposes only and cannot be understood as indicating or suggesting relative importance.Term " multiple " refers to
Two or more, unless otherwise restricted clearly.
Claims (10)
1. a kind of appraisal procedure of the account assets of brand characterized by comprising
Step S1, the evaluation index system of account assets is established；
Step S2, account number and bean vermicelli of the bottom index in the whole brands for giving industry of the evaluation index system are obtained
Number, and calculate separately the incremental data of the account number and number of fans；
Step S3, fuzzy interval division is carried out to the incremental data, establishes the standards of grading of the evaluation index system；
Step S4, using analytic hierarchy process (AHP), the weight of indexs at different levels is established；
Step S5, the membership vector of indexs at different levels is calculated using multiply-add operator；
Step S6, according to the standards of grading, weight and membership vector, evaluation index described in multiply-add operator step-by-step calculation is utilized
The comprehensive score of system.
2. the method according to claim 1, wherein the step S3, comprising:
Step S31, fuzzy interval division is carried out to the incremental data, and division result is indicated with vector, obtain any finger
Mark the fuzzy set vector (G of corresponding n grading system1, G2....Gn), wherein n >=1；
Step S32, it is worth based on practical experience and determines fuzzy set vector (G1, G2....Gn) typical value (g1, g2....gn), and will
(g1, g2....gn) standards of grading as parameter score；Alternatively,
By g1=C (G1),g2=C (G2)....gn=C (Gn) it is determined as fuzzy set vector (G1, G2....Gn) typical value (g1,
g2....gn), and by (g1, g2....gn) standards of grading as parameter score；
Wherein, C (Gi) represent GiCenter-of-gravity value or central value, 1≤i≤n.
3. the method according to claim 1, wherein the step S4 includes:
Step S41, questionnaire is provided to expert count every expert between two two indexes in the evaluation index system
Importance degree judgment matrix and two indexes direct weight distribution；
Step S42, according to the confidence level of expert, weighting summarizes to obtain the weight distribution between two indexes；
Step S43, it according to the confidence level of expert, weights and summarizes to obtain the judgment matrix of three and three or more indexs, and according to
The weight distribution between three and three or more indexs is calculated in analytic hierarchy process (AHP).
4. according to the method described in claim 2, it is characterized in that, the step S5 includes:
Step S51, it is standardized according to incremental data of the formula (1) to the account number and number of fans:
Wherein, Δ x*Incremental data after indicating standardization, Δ x indicate the incremental data before standardization, minData
Indicate the minimum value of incremental data, maxData indicates the maximum value of incremental data；
Step S52, Δ x is calculated according to formula (2)*For trapezoidal fuzzy set Gi=[a, b, c, d], 1≤i≤n degree of membershipTo obtain Δ x*The membership vector of corresponding index are as follows:
Wherein,
Wherein, a, b, c, d are in the step S31 by carrying out fuzzy interval division, obtained each ladder to the incremental data
Shape fuzzy set GiBranch；
Step S53, assume there be m next stage index under any index in intermediate level index, the of this m next stage index
The membership vector of j index is denoted as:The of this m next stage index
The weight of j index is Wj, 1≤j≤m, then according to formula (3) calculate intermediate level index in any index degree of membership to
Amount:
Wherein, the intermediate level index refers to the index of other levels in addition to bottom index.
5. according to the method described in claim 4, it is characterized in that, the step S6 includes:
Step S61, the membership vector for assuming any index in intermediate level index is (a1, a2....an), wherein1≤i≤n, corresponding fuzzy set vector (G1, G2....Gn) typical value be (g1,
g2....gn), then the increment score Δ S of this grade of index is calculated according to formula (4):
Δ S=a1g1+a2g2+.....angn(4),
Step S62, it sets the evaluation index system and shares y grades of indexs, have m junior under any index in intermediate level index
Index calculates the comprehensive score of the evaluation index system according to formula (5):
Wherein,Represent current time, the increment score of j-th of index of xth grade；WxjRepresent j-th of index of xth grade
Weight；The comprehensive score of evaluation index system described in last moment is represented,Represent evaluation index described in current time
The comprehensive score of system.
6. described in any item methods according to claim 1~5, which is characterized in that the acquisition evaluation index system
Bottom index whole brands of given industry account number and number of fans, at least one of in the following manner:
Crawlers are provided from internet crawl, manual entry, third party's data platform.
7. a kind of assessment system of the account assets of brand characterized by comprising
Unit is established, for establishing the evaluation index system of account assets；
Incremental data computing unit, for obtaining whole brands of the bottom index in given industry of the evaluation index system
Account number and number of fans, and calculate the incremental data of the account number and number of fans；
Standards of grading establish unit, for carrying out fuzzy interval division to the incremental data, establish the evaluation index system
Standards of grading；
Weight establishes unit, for utilizing analytic hierarchy process (AHP), establishes the weight of indexs at different levels；
Degree of membership computing unit, for calculating the membership vector of indexs at different levels using multiply-add operator；
Comprehensive score unit, for utilizing multiply-add operator step-by-step calculation institute according to the standards of grading, weight and membership vector
The comprehensive score of commentary assessment system.
8. system according to claim 7, which is characterized in that the standards of grading establish unit, comprising:
Division unit for carrying out fuzzy interval division to the incremental data, and division result is indicated with vector, must be taken office
One index corresponds to the fuzzy set vector (G of n grading system1, G2....Gn), wherein n >=1；
Determination unit determines fuzzy set vector (G for being worth based on practical experience1, G2....Gn) typical value (g1,
g2....gn), and by (g1, g2....gn) standards of grading as parameter score；Alternatively,
By g1=C (G1),g2=C (G2)....gn=C (Gn) it is determined as fuzzy set vector (G1, G2....Gn) typical value (g1,
g2....gn), and by (g1, g2....gn) standards of grading as parameter score；
Wherein, C (Gi) represent GiCenter-of-gravity value or central value, 1≤i≤n.
9. system according to claim 7, which is characterized in that the weight establishes unit, comprising:
Statistic unit counts every expert for two two indexes in the evaluation index system for providing questionnaire to expert
Between importance degree judgment matrix and two indexes direct weight distribution；
Weighted units, for the confidence level according to expert, weighting summarizes to obtain the weight distribution between two indexes；
It is also used to the confidence level according to expert, weighting summarizes to obtain the judgment matrix of three and three or more indexs, and according to layer
The weight distribution between three and three or more indexs is calculated in fractional analysis.
10. according to the described in any item systems of claim 7~9, which is characterized in that the incremental data computing unit passes through
At least one of following manner obtains account of the bottom index in the whole brands for giving industry of the evaluation index system
Number and number of fans:
Crawlers are provided from internet crawl, manual entry, third party's data platform.
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