基于模糊综合评价法的高校品牌形象测评研究

摘要

With the combination of connotation and characteristics of university brand, the interview method to develop the measurement dimensions and index system of university brand image is used. Considering the hierarchy and fuzzy characteristics of university brand image, an evaluation model of university brand image based on the method of fuzzy comprehensive evaluation is constructed. And a practical example is used to apply to this model.%　　结合高校品牌的内涵和特征，运用小组访谈法提炼出高校品牌形象的评价维度及其指标体系。针对高校品牌形象的层次性和模糊性特点，利用模糊综合评价法建立了具体的评价模型，并进行了实例应用。