摘要：The enterprise image is an abstract, general cognition and appraisal about the enterprise by the social publics, customers and staffs. It is the important intangible asset of enterprises. As a mainstream of commerce forms in the network economy age, e-commerce appears and develops with the improvement of network technologies and exploitation of information resources, which brings huge influences on the traditional production and administration of enterprises. Here, the evaluation of e-commerce enterprise image is investigated based on a multi-granular fuzzy comprehensive evaluation method. At first, basing on the traditional evaluation index systems, a new evaluation index system about e-commerce enterprise image is built. Then, a multi-granular fuzzy comprehensive evaluation method is designed based on the theory of granular computing, which has more flexible evaluation process. Finally, the fuzzy comprehensive evaluation model of e-commerce enterprise image is constructed. By exercising evaluation on the image of a well-known e-commerce enterprise, the result indicates the effectiveness of the proposed model.
