Research On Evaluation Index System Of Brand Image Construction Of Shenzhen Professional Basketball Club

At present,China's professional basketball club generally exist brand awareness is weak,brand awareness is not high,such as the team brand image level is not the same,there are too many similar team names,concentrated in dragons,lions,tigers,leopards and other animals,easy to confuse and do not say,the club brand culture effect of the formation has also been hindered.Therefore,based on the theory of Enterprise Image recognition System(CIS),this paper tries to construct a complete brand image construction system of professional basketball club with the brand image construction of the club in the new century as the research object.Through the use of literature method,expert interview method,questionnaire survey method,analytic hierarchy process and other research methods and YAAHP analytic hierarchy process software,in accordance with the scientific,systematic,feasible and comprehensive principles of the basis of two rounds of expert questionnaire screening.After comparing and analyzing the statistical measures such as average,standard deviation and coefficient of variation of the expert questionnaire,the final paper constructs a 3first-level index: A1 concept recognition,A2 behavior recognition,A3 visual recognition,8 two and indicators: B1.1 Club concept,B1.2 club culture,B2.1 internal governance,B2.2 Management,B2.3 competitive level,B2.4 social responsibility,B3.1 design elements,B3.2 environmental elements,31 level three indicators composed of professional basketball club brand image construction system.After the completion of the brand image construction system of professional basketball club,12 experts were selected to conduct a hierarchical questionnaire survey,and the results of the survey were judged by AHP analytic hierarchy process,and the weights at all levels were calculated.Finally,the weight of each index systemis obtained,including 3 primary indexes: A1 concept recognition(0.2297),A2 behavior Recognition(0.4282),A3 visual recognition(0.3422),8 level two indicators:B1.1 club Concept(0.5652),B1.2 club Culture(0.4348),B2.1 internal governance(0.2280),B2.2 Management(0.1487),B2.3 athletic level(0.3758),B2.4 Social Responsibility(0.2475),B3.1 design elements(0.4444),B3.2 environmental elements(0.5556);level three indicators 31 specific weights are shown in the text.Finally,the paper evaluates and analyzes the brand image construction of basketball club in the new century with the construction system of professional basketball club brand image,and provides some suggestions and measures for relative improvement.