A Multi-granular Fuzzy Comprehensive Evaluation Model for E-commerce Enterprise Image

The enterprise image is the general impression that the public gets in association with an enterprise directly. In the imformation age, the emergency of e-commerce provides a new way for the construction of enterprise image by the help of network technology. However, because of its abstraction, intangiblity, and complexity, it is become diffcult to get to know the enterprise image all-round. In order to find out the disadvantages and make the enterprise image more specific, this article provided a new model, a multi-granular fuzzy comprehensive evaluation model (MFCEM). Firstly, we bulit a new evaluation index system about e-commerce enterprise image. Then, a multi-granular fuzzy comprehensive evaluation method is designed based on the theory of granular computing, which has more flexible evaluation process. Finally, we put the model into application. From the result, the MFCEM has been proved to be effective on the evaluation of e-commerce enterprise image.