关于品牌会展评估指标体系的初探

在总结有关会展评估的共识和难题的基础上,提出了会展评估指标体系的新想法：在对会展项目评估的基础上考虑展会的品牌无形资产要素,将对品牌展会的评估指标分为基础指标、行业特性指标和品牌展会的品牌无形资产指标这三个部分,建议运用AHP层次分析法和模糊综合评价法处理主观性的软性指标,采用标准分数的形式解决不同行业的展会评分问题。

The Analysis of the Evaluation Index System for Brand Exhibition

By summarizing the consensus and difficulties of the exhibition evaluation, the thesis proposes new ideas of evaluation index system for exhibition. The invisible assets of exhibition brand should be considered based on the exhibition items ＇evaluation. Three kinds of evaluation index including the basic indexes, the trade indexes and the brand invisible assets indexes are built for the exhibition＇s evalua- tion. The analytic hierarchy process （AHP） method and fuzzy synthesis evaluation method are adopted to deal with the subjectivity indexes. And the standard point is used to deal with the evaluation of different trades exhibition.