Enhancing the Brand Competitiveness of Pujiang Kiwi: A Consumer-Centric Analysis

DOI

10.2991/978-94-6463-734-2_48How to use a DOI?

Keywords

Pujiang Kiwi; Brand Competitiveness; Consumer

Abstract

The entropy method is an objective technique for weighting indicators in multi-criteria decision-making, based on information uncertainty. When data shows low variation, entropy is low, indicating high information content. High variation leads to high entropy, reflecting lower information content. By calculating the coefficient of variation and information entropy, the method determines each indicator’s weight objectively, reducing subjectivity and enhancing the accuracy and reliability of evaluations.

Copyright

© 2025 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Xiaoyang Zhang
AU  - Ping Zhu
AU  - Qiancheng Ma
PY  - 2025
DA  - 2025/05/27
TI  - Enhancing the Brand Competitiveness of Pujiang Kiwi: A Consumer-Centric Analysis
BT  - Proceedings of the 2025 10th International Conference on Social Sciences and Economic Development (ICSSED 2025)
PB  - Atlantis Press
SP  - 414
EP  - 420
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-734-2_48
DO  - 10.2991/978-94-6463-734-2_48
ID  - Zhang2025
ER  -