Research on Integrity Evaluation System of Food Brand Enterprises Based on the Creeds of Business Governance*

Copyright © 2014 Xie Fan, Meng Yong. This is an open access article distributed under the Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited. In accor-dance of the Creative Commons Attribution License all Copyrights © 2014 are reserved for SCIRP and the owner of the intellectual property Xie Fan, Meng Yong. All Copyright © 2014 are guarded by law and by SCIRP as a guardian. Under today’s market environment, the brand is an important intangible asset to enterprises. If the brand is certain to win in the market, the first condition is to establish a good image of integrity and makes it firmly rooted in the minds of consumers. In recent years, a spate of food brands lacking of integrity events shocked the nation and the world which make people’s health, and economic development under serious threat. How to evaluate the integrity of the food brands, find out the reason for lacking of integrity and provide a reference to the integrity system construction of food brand enterprises are the main content of this paper. This paper is based on the Creeds of Business Governance in Oriental Management theory and builds integrity indicator sys-tem according to the four ethics—honesty, trustworthiness, justice and benevolence. AHP is utilized to calculate the index weight to make the integrity evaluation system with scientific and operability