基于AHP-模糊灰色理論的城市品牌競爭力評價研究

摘要： 針對城市品牌競爭力影響指標復雜且不易量化的情況，提出層次分析法與模糊灰色理論相結合的方法，對城市品牌競爭力指標進行系統構建與評估。首先，基于品牌生命周期理論，建立包括城市品牌建設能力、城市品牌管理能力和城市品牌延伸能力3個維度共11項指標的城市品牌競爭力指標體系。其次，將層次分析法與模糊灰色理論結合，利用層次分析法解決評估指標賦權時權值不易確定的問題；將灰度和隸屬度結合，并在評估過程中充分考慮專家意見，更為準確地確定評價指標因素與評價狀態之間的模糊灰色關系，得到城市品牌競爭力的評估結果。最后，通過實例驗證指標的有效性，為城市品牌競爭力的評價和提升提供具有科學性與實操性的理論參考與實證建議。

關鍵詞： 城市品牌競爭力；層次分析法；模糊灰色理論；評價模型；實證研究

中圖分類號： F209" " " " 文獻標志碼： A

doi：10.3969/j.issn.2095-1248.2023.02.011

Research on the evaluation of city brand competitiveness based on AHP-fuzzy grey theory

QI Feia， FAN Yun-tingb

（a. The Science and Technology Association，b. College of Aerospace Engineering， Shenyang Aerospace

University， Shenyang" 110136，China）

Abstract： In view of the complexity and difficulty in quantifying the impact indicators of urban brand competitiveness， a method combining the analytic hierarchy process（AHP） and fuzzy grey theory was proposed to construct and evaluate the indicators of urban brand competitiveness. Firstly， based on the theory of brand life cycle， a city brand competitiveness index system was established， which included 11 indicators from three dimensions， including urban brand building ability， urban brand management ability and urban brand extension ability. Secondly， combining AHP with the fuzzy grey theory， the problem of difficulty in determining the weights of evaluation indicators was solved by using AHP. By combining grey degree and membership degree， and fully considering expert opinions in the evaluation process， the fuzzy grey relationship between the evaluation index factors and the evaluation status was more accurately determined， leading to the evaluation results of the competitiveness of urban brands. Finally， the effectiveness of the indicators was verified through examples to provide scientific and practical theoretical reference and empirical suggestions for the evaluation and promotion of urban brand competitiveness.

Key words： urban brand competitiveness；analytic hierarchy process；fuzzy grey theory；evaluation model；empirical research

城市品牌是城市管理者準確把握、提煉、整合城市的自然、歷史、人文、產業優勢等差異化品牌要素，向公眾提供的持續的、有辨識度的城市核心價值，以增強城市的聚集效應、規模效應和輻射效應［1］。在日益激烈的全球化競爭中，城市品牌作為城市高質量發展的戰略工具和重要標志，有助于區分或提升地方資源的競爭優勢［2］。

進入21世紀以后，城市品牌在推動城市高質量發展方面作用愈發明顯，關于城市品牌評價的研究不斷涌現。Anholt［3］提出了包括城市聲望、環境地點、潛力、城市活力、居民及基礎條件等6項指標在內的城市品牌指數。……