| 基于层次分析法的旅游企业品牌竞争力评价——以锦江集团为例 |
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| 引用本文： | 刘蕤.基于层次分析法的旅游企业品牌竞争力评价——以锦江集团为例[J].宜春学院学报,2013(10):81-84. |
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| 作者姓名： | 刘蕤 |
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| 作者单位： | 郑州大学旅游管理学院 |
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| 摘 要： | 科学评价旅游企业品牌竞争力对旅游企业在品牌竞争时代获胜具有重要意义.针对目前我国旅游企业品牌竞争力相对较弱,竞争力测评体系尚未健全的现状,基于市场竞争优势,综合国内外品牌竞争力测度模型,构建了一套旅游企业的品牌竞争力评价体系,并应用层次分析方法,对指标体系进行权重分析.文章以锦江集团为例进行实证分析,结果表明该评价体系具有一定可行性,可为中国旅游企业品牌建设提供理论依据.
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| 关 键 词： | 旅游企业 品牌竞争力 层次分析法 |
Study on the Evaluation of the Tourism Enterprise Brand Competitiveness Based on the Analytic Hierarchy Process |
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| LIU Rui.Study on the Evaluation of the Tourism Enterprise Brand Competitiveness Based on the Analytic Hierarchy Process[J].Journal of Yichun University,2013(10):81-84. |
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| Authors: | LIU Rui |
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| Institution: | LIU Rui;Institute of tourism management,Zhengzhou University; |
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| Abstract: | The scientific evaluation of tourism enterprise brand competitiveness plays an important significance for tourism enterprises to win in the competition. In view of the status that brand competitiveness of tourism enterprises in China is relatively weak and the competitive evaluation system has not yet been established, this paper build a competitiveness evaluation system of tourism enterprise brand, basing on the superiority of the market competition and the brand competitiveness measure models of domestic and foreign, leading to the weight of index system anal- ysis via the application of hierarchical analysis method. Moreover, taking Jinjiang group as an example of empirical analysis, the result shows that the evaluation system has certain feasibility, which can provide the theoretical basis for the brand construction of Chinese tourism enterprises. |
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| Keywords: | tourism enterprises brand competition ability Analytic Hierarchy Process （AHP） |
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