基于AHP-FCE的铁路旅客列车品牌可持续成长力评估与实证

摘要

Combined the connotation of the brand sustainable growth ability with the characteristics of railway passenger transport products, the influencing factors of brand sustainable growth of railway passenger train was analyzed, and the evaluation index system was established. Moreover, the AHP - FCE ( i. e. analysis hierarchy process and fuzzy comprehensive evaluation) method was used to evaluate the brand sustainable growth force of Changsha-Beijing West Z17/18, which validates science and comprehensiveness of the evaluation index system that was built. Finally, according to the evaluation results, some measures were put forward to improve the brand sustainable growth ability of Z17/18.%根据品牌可持续成长力内涵及铁路旅客列车的特性,明确铁路旅客列车品牌可持续成长力的主要影响因素,并据此建立相应的评价指标体系,然后结合长沙—北京西Z17/18次列车、利用AHP - FCE方法对其品牌可持续成长力进行实证评估,评估结果验证了评价指标体系的科学性和全面性,最后依据评价结果,给出了针对Z17/18次列车的改进措施与建议.