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随着知识经济全球化的到来,各地区文化产业发展迅速,成为当代经济社会发展的必然趋势。文化品牌是文化“软实力”的核心要素,决定着文化产业的竞争力。本文以河南省文化产业为例,通过引入模糊层次分析法(FUZZY-AHP),在确定文化品牌定位总体目标并识别其主要影响因素的基础上,构建文化品牌定位综合评价模型。本研究较好地解决了文化品牌定位定量与定性相结合的多因素综合评价难题,为建设具有影响力的文化品牌提供科学有效的指导方法。
With the advent of the globalization of knowledge economy, the rapid development of cultural industries in various regions has become the inevitable trend of contemporary economic and social development. Cultural brand is the core element of culture “soft power ”, which determines the competitiveness of cultural industries. Taking the cultural industry in Henan Province as an example, this paper constructs a comprehensive evaluation model of cultural brand positioning by introducing the Fuzzy Analytic Hierarchy Process (FUZZY-AHP) to determine the overall goal of cultural brand positioning and identify its main influencing factors. This study solves the difficult problem of multi-factor comprehensive evaluation combining the quantitative and qualitative cultural brand positioning and provides a scientific and effective guidance method for building influential cultural brand.