基于AHP-模糊灰色理论的城市品牌竞争力评价研究

Research on the evaluation of city brand competitiveness based on AHP-fuzzy grey theory

针对城市品牌竞争力影响指标复杂且不易量化的情况,提出层次分析法与模糊灰色理论相结合的方法,对城市品牌竞争力指标进行系统构建与评估。首先,基于品牌生命周期理论,建立包括城市品牌建设能力、城市品牌管理能力和城市品牌延伸能力3个维度共11项指标的城市品牌竞争力指标体系。其次,将层次分析法与模糊灰色理论结合,利用层次分析法解决评估指标赋权时权值不易确定的问题;将灰度和隶属度结合,并在评估过程中充分考虑专家意见,更为准确地确定评价指标因素与评价状态之间的模糊灰色关系,得到城市品牌竞争力的评估结果。最后,通过实例验证指标的有效性,为城市品牌竞争力的评价和提升提供具有科学性与实操性的理论参考与实证建议。

In view of the complexity and difficulty in quantifying the impact indicators of urban brand competitiveness,a method combining the analytic hierarchy process(AHP) and fuzzy grey theory was proposed to construct and evaluate the indicators of urban brand competitiveness.Firstly,based on the theory of brand life cycle,a city brand competitiveness index system was established,which included 11 indicators from three dimensions,including urban brand building ability,urban brand management ability and urban brand extension ability.Secondly,combining AHP with the fuzzy grey theory,the problem of difficulty in determining the weights of evaluation indicators was solved by using AHP.By combining grey degree and membership degree,and fully considering expert opinions in the evaluation process,the fuzzy grey relationship between the evaluation index factors and the evaluation status was more accurately determined,leading to the evaluation results of the competitiveness of urban brands.Finally,the effectiveness of the indicators was verified through examples to provide scientific and practical theoretical reference and empirical suggestions for the evaluation and promotion of urban brand competitiveness.