“中国天然氧吧”品牌效益评估指标体系构建与应用——以江西省乐安县为例

Index System Construction and Application of Brand Benefit Evaluation of “China Natural Oxygen Zone”:Taking Le'an County of Jiangxi for Example

开展“中国天然氧吧”品牌效益评估,对推动生态产品价值转换具有重要意义。运用层次分析法从生态效益、经济效益、社会效益三个方面构建了“中国天然氧吧”品牌效益评估指标体系,并细化为23个具体指标。结合模糊综合评价法,以江西省乐安县为例进行实际应用检验。结果表明:1)此效益评估体系和评估方法具有科学性和合理性,评价结果可以为政府部门合理开发旅游气候资源、推动“中国天然氧吧”品牌可持续发展提供借鉴。2)乐安县“中国天然氧吧”品牌综合效益属“良好”等级。3)针对低评分指标,提出当地政府需要加强生态环境保护规划、生态旅游开发力度和品牌宣传推广等建议。

The brand benefit evaluation of “China Natural Oxygen Zone” is of great significance for realizing the value conversion of ecological products.A brand benefit evaluation index system of “China Natural Oxygen Zone” based on the Analytic Hierarchy Process was constructed,which relating to ecological,economic and social benefits,and was refined into 23 specific indicators.The fuzzy comprehensive evaluation method was used to conduct empirical research on Le'an County,Jiangxi Province.The results showed that:1) This benefit evaluation system and method were scientific and reasonable,the evaluation results can provide reference for government departments to reasonably develop tourism climate resources and promote the sustainable development of the “China Natural Oxygen Zone” brand.2) The comprehensive benefit evaluation grade of Le'an County was good.3) In view of the index with low score,some suggestions were put forward,such as strengthening the protection plan of ecological environment,intensifying the development of eco-tourism and strengthening the promotion of brand.