建筑承包商品牌竞争力评价模型——基于网络层次分析法

针对国内建筑企业品牌竞争力低下、评价方法缺乏的现状,拟建立科学、可行的建筑企业品牌竞争力评价体系。制定出一套较为全面的建筑承包商品牌竞争力评价指标集,研究综述发现,现有对评价模型内部结构研究的局限性,即各结点层(目标层、指标层、备选项层)的依赖关系具有单向性和层际隔离性。针对此,引入网络层次分析法(Analytic Network Process,ANP),可对品牌竞争力进行有效建模。以德尔菲方法输入专家意见,在超级决策软件的辅助下输出各指标权重和被评价企业品牌竞争力的定量描述。结果表明:建立的品牌竞争力的ANP评价模型具有较高的信度和有效性,可作为建筑承包商进行品牌竞争力评价的一个“起点”,通过调整指标和相互关系,使之符合本企业的实际情况。

An Evaluation Model of Building Contractors'Brand Competitiveness -Based on ANP

Aiming to solve the problems of Chinese building contractors’low brand competitiveness and lack of evaluative approaches,this study is to construct a scientific and feasible evaluation model of brand competitiveness to benefit domestic building enterprises.First,it comprehensively screened out evaluative indicators of building contractors’brand competitiveness.After literature reviews,it exactly located the major limitation of the current research,i.e.the interrelationships in layers of nodes(including layers of goal,indicators and alternatives) are unidirectional and exist only between two different layers.Regarding this problem,it introduced ANP(Analytic Network Process),with which the above problem can be resolved effectively.With the Delphi method,it input experts’opinions and output the quantitative results of indictors’weights and evaluated enterprises’brand competitiveness,on the platform of the software of Super Decision.It indicated that the constructed ANP model has high validity and credibility,thus can serve as a starting point for the building contractors to evaluate their brand competitiveness,i.e.being more adapted to the specific situation by indicators and interrelations’adjustment.