基于熵权TOPSIS法的美食文创市场适应性分析

Analysis on the market adaptability of food cultural creativity with entropy weight TOPSIS method

在以创新驱动战略促进文化产业发展过程中,文创业备受重视。美食文创是文创业重要构成部分,市场适应性是影响美食文创运营的关键因素。基于网络图片素材归纳了常见的美食文创方式,通过中心组讨论凝练了美食文创市场适应性评价指标;针对各项评价指标采用排序实验法对各种美食文创方式进行排序评价,并基于排序实验结果用熵权法计算了各指标权重,用TOPSIS法对各种美食文创方式的市场适应性进行了比较;最后,梳理了研究结果对美食文创运营的启示:运营者需遵循消费、情感及文化导向,并以消费导向为引领,以适应市场为目标,实行美食文创统筹优化运营模式,即素材支撑与市场响应相统筹、方式运用与市场情景相统筹、供给优化与消费促进相统筹、开拓创新与稳健经营相统筹。

In the process of promoting the cultural industry with the strategy of innovation-driven development,cultural creativity industry is highly valued.Food cultural creativity is the important component of cultural creativity industry,and the market adaptability is one of the key factors.This paper summarized the common ways of culinary cultural creativity based on pictures from online,refined the evaluation indexes of market adaptability through focus group discussion;for each market adaptability evaluation index,all kinds of ways were evaluated by ranking experimental method;based on the result of ranking experiment,the weight of each index was calculated with entropy weight method,and the market adaptability of various ways were compared with the method of TOPSIS.The implications of the research results were concluded:the operators need to attach more attention to the consumption,consumers’affection,and culture,taking market consumption as the lead;aiming at adapting to the market,the mode that comprehensively plan and optimize the operation should be conducted,that means achieving coordination between cultural material acquirement and market adaption,between mode usage and market situation,between supply optimization and consumption promotion,and between pioneering innovation and stable operation.