Brand innovation performance evaluation of China's art education enterprises based on AHP and fuzzy comprehensive evaluation

Lin Qingying and Ang Hong Loong and Debbra Toria Nipo (2024) Brand innovation performance evaluation of China's art education enterprises based on AHP and fuzzy comprehensive evaluation. International Journal of Academic Research in Business and Social Sciences, 14 (9). pp. 1-24. ISSN 2222-6990

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Abstract

This study investigated the evaluation system of brand innovation effectiveness in art education enterprises. This study combines the Analytic Hierarchy Process (AHP) with the fuzzy comprehensive evaluation method to propose a new framework for evaluating brand innovation performance. Applying this framework can make the evaluation results more scientific, accurate, and objective. Specifically, an evaluation index set was created around the key content of brand innovation implementation, and the weights of factors and subfactors were estimated using the AHP. On this basis, the fuzzy comprehensive evaluation method is adopted to evaluate the brand innovation performance. A case study was used to illustrate the framework, using a self-management questionnaire and a fuzzy comprehensive evaluation method to analyze 537 samples empirically. This study found that the case has shortcomings in potential customer attraction, brand culture penetration, community marketing ability, service process refinement, digital teaching form application ability, and internal control ability under executive centralized management, and proposed optimization suggestions. The conclusion drawn from this study is that: Firstly, managers of art education enterprises have insufficient understanding of brand innovation, and the overall process is in the exploratory stage. Secondly, the effectiveness of brand innovation requires reasonable planning, effective organization and coordination, continuous adjustment based on external and internal changes, and accumulation and sedimentation to achieve innovative results. Thirdly, brand innovation is a comprehensive work from multiple perspectives, and good brand building cannot be achieved without an effective management model. To be effective in brand innovation, businesses must recognize that their management systems must constantly adapt to new regulations, demographics, and phases.

Item Type:	Article
Keyword:	Brand Innovation, Brand Innovation Performance Evaluation, Chinese Art Education Enterprise, AHP, Fuzzy
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD28-9999 Industries. Land use. Labor > HD28-70 Management. Industrial management > HD50-50.5 Delegation of authority. Decentralization. Span of control N Fine Arts > N Visual arts > N1-(9211) Visual arts > N8700-9165 Art and the state. Public art
Department:	FACULTY > Faculty of Business, Economics and Accounting
Depositing User:	ABDULLAH BIN SABUDIN -
Date Deposited:	17 Feb 2025 15:16
Last Modified:	17 Feb 2025 15:16
URI:	https://eprints.ums.edu.my/id/eprint/42892

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