Research on comprehensive evaluation of enterprise's brand competitiveness based-on internet

This paper constructed an enterprise's brand competitiveness evaluation system based on the environment of Internet, and then built the brand competitiveness comprehensive evaluation model using the linear weighting methods. During establishing the indexes' weights, this paper applied combinatorial weight coefficient's determining methods of GI method to determine the subjective weights and entropy method to determine the objective weight in order to give a more objective evaluation of brand competitiveness. Finally, the author used an example to verify the effectiveness and feasibility of the evaluation model given in the paper.