Research On Evaluation Index System Of Brand Image In Exhibition

Exhibition assessment has been an important research topic of the exhibition, and its application is also accompanied by the fast development of exhibition industry. Exhibition assessment can help companies find the defect in the past development, to help them better identify the location in the market, then take appropriate measures to enhance their competitiveness. On the other hand, with an increasingly competitive market, most industries are in the implementation of brand strategy, to explore the brand road, and the exhibition industry is not in exception. Each exhibition companies want to build their own unique brand image through the implementation of brand strategy, to enhance their competitiveness. In fact, exhibition brand building has great meeting point with exhibition assessment. The former can give birth to lots of brand exhibitions, and the latter can provide important reference for the former. Therefore, this article builds the evaluation index system from the perspective of brand image theory, achieving a good combination of exhibition brand building and exhibition assessment. This makes the article have great theoretical and practical significance.This article include five parts, mainly using methods of literature reviewing,interviewing,AHP(Analytic Hierarchy Process) and FCE(Fuzzy Comprehensive Evaluation)to explore and research exhibition brand evaluation system. Specific process of constructing the evaluation index system can be divided into three stages. In the first stage: First of all, read a lot of literatures, carding the domestic and foreign brand models, choosing the evaluation model the index system relies on. Secondly,discriminate the related concepts such as “Exhibition”, defining evaluation object. Thirdly, summarize scholars’ research results about assessment indices, combing the previously determined evaluation model to definite the assessment indices preliminarily. Lastly, consult with experts to finally determine the evaluation index system, which contains five first level indices and 27 second level indices. In the second stage,use AHP method to determine the weight of each index. The last stage is empirical research. Combined with the particular instance of China Tea Expo(Autumn Fair), through FCE method to determine the membership of each index by subordinate function method, quantifying the fuzzy indices. Then, select the appropriate algorithm, combining index’s weight to achieve a comprehensive evaluation. And propose measures to improve the “Tea Expo” based on the results.