The Research On Internal Risk Evaluation Of Brand Integration Strategy

In the development of modern business, the core competencies of the enterprises have been changed from the production ability to the brand integration and operation abilities. More and more enterprise began to integrate their brand system to strengthen their brand positions, which shows that the brand integration helps to maintain and improve the competitive advantages in the long term, gain more profit to the shareholders and enterprise itself. But due to the fast development of the economics and science technologies and the further conflict of different cultures, enterprise will face not only the complex and unrest external environment, but also the uncertain factors in the internal environment which brings a lot of internal risk when applying the brand internal strategy. So how to recognize and assess these risks which shows great theoretical and practical significancethe domestic studies on it were small and scattered, which mainly focused on the connotation, mechanism and effects. when they discuss the advantages and profit that the brand integration bring to the enterprise, they didn't continue to go further to analyze the risk factors and risk assessment and how to make the risk management efficiently.The main purpose of this paper was to find out the key factors impacting the internal risk for the brand integration strategy in order to evaluate the internal risk reasonably and subjectively. After finding out the main factors impacting the internal risk of brand integration, the paper designed the evaluation indicators and system with AHP and Delphi methods. In order to avoid the subject impact on the weights of indicators, the paper applied the concept of entropy coefficient to the calculation of indicators'weights and set up the fuzzy comprehensive assessment model of internal risk of brand integration. Finally the paper apply the assessment model to the Saic Group who conducted the brand integration strategy in two brands MG and Roewe to assess and analyze the internal risk of the Saic Group's brand integration strategy.This paper can not only enrich the research of brand integration, but also guide the enterprise to recognize and assess the internal risk and conduct a reasonable risk management to improve the integration effect and enhance the brand competitiveness, which shows great theoretical and practical significance.