复杂语言关联情境下科技期刊品牌竞争力评价研究

摘要

[Purposes] This paper aims to improve the scientificity and accuracy of the competitiveness evaluation of scientific journals.[Methods] With respect to the multi-dimensional,multi-elemental and complex interdependent nature of the brand competitiveness evaluation of scientific journals,this paper firstly constructed an evaluation framework of brand competitiveness with a hierarchical sub-network structure.Then,given the complex interdependent situation,an evaluation method was proposed.[Findings] Based on the 2-tuple linguistics information representation model,this paper determined the importance degree of dimensions and constituent elements of the evaluation system by the decision-making trial and evaluation laboratory (DEMATEL)method and aggregated information by the two-additive Choquet (TAC) integral operator so as to obtain various dimensions of brand competitiveness of scientific journals and the comprehensive evaluation value.Furthermore,the contribution of each dimension to the comprehensive evaluation value was calculated.[Conclusions] An application case is given to illustrate the proposed approach and provide decision support for scientific journal managers to understand the current situation,exert effective management and enhance brand competitiveness.%[目的]提高科技期刊品牌竞争力评价的科学性和精确性.[方法]在考虑评价体系的多维度性、多要素性以及复杂关联性的基础上,构建了具有层次子网络结构的科技期刊品牌竞争力评价框架,并给出一种考虑复杂关联情境的评价方法.[结果]该方法借助二元语义信息表示模型,运用决策实验与评价实验室(DEMATEL)法确定评价框架中各维度及其构成要素的重要性程度,采用2-additive Choquet积分算子进行信息处理与集结,从而获得各维度及其综合评价值,并进一步计算出各维度对综合评价值的贡献.[结论]实例分析表明,该方法具有较好的应用价值,能为科技期刊管理者了解现状、有效管理和提升品牌竞争力提供决策支持.