Construction of Brand Image Evaluation Index System of Commercial Sports Events on the Perspective of Audience
The brand image of sports events is an important asset of sports events,and the construction of brand image is the central of events operation.With the literature review,expert interview,analytic hierarchy process and fuzzy comprehensive evaluation,four evaluation dimensions of service,organization,individuality,symbol and 30 indicators were obtained.Then,we got thirteen evaluation indicators through the analysis of membership,correlation and discrimination.The weights were determined by analytic hierarchy process(AHP).The evaluation model of commercial sports events was constructed by fuzzy comprehensive evaluation method.The main conclusion is that in the dimensions of brand image evaluation for commercial sports events,the service dimension has the highest weight,followed by event organization and personalization,and finally the event symbol;When evaluating,the image of the event can be evaluated through four steps of fuzzy comprehensive evaluation.Since brand image evaluation system for commercial sports events is constructed based on the uniqueness of commercial sports events compared to general commodities,the paper puts forwards that on the one hand,it can provide a basis for evaluating the brand image of commercial sports events from the perspective of the audience,and on the other hand,it reflects the characteristics of commercial sports events.Finally,the evaluation method used in the study is an exploration of the brand image evaluation of commercial sports events in China.
NETL
NSTL
万方数据
