Research on the evaluation method of the similarity of the products identity

Products identity is the core of product innovation. To maintain similarity between series products is the principal method to establish brand identity. It is the main problem that evaluation targets can not be quantitative expressed, which constraints objectivity and authenticity of the evaluation results. An intensive study on evaluation methods of the similarity of the products identity has been made on the basis of plenty of related research at home and abroad. Fuzzy information was made quantitative expression by using the knowledge of fuzzy mathematics, discriminant table calculation and etc. Then synthesis of fuzzy matrix use methods were applied to solve the problems of quantitative evaluation. Also, an example of automobile was used to proved the method in this paper.