A Dynamic Evaluation Model of University Brand Value Based on Analytic Hierarchy Process

Abstract

In recent years, great changes have taken place in the economic environment, policies, competitive environment, and market of colleges and universities. Furthermore, factors including the reduction of number of students every year has led to the continuous decline in the number of students enrolled in colleges and universities. Facing this problem, it is essential that colleges and universities should build their own brand value and attract more high school graduates with the brand value of colleges and universities. Nowadays, higher education has been popularized and internationalized, and the competition among colleges and universities has gradually increased. In fact, colleges and universities can obtain high-quality school running resources by relying on their own loyalty, reputation and social status, and can also achieve greater development space in the field of education. Therefore, university managers began to pay attention to their own brand value. The brand value of colleges and universities cannot be directly reflected, but needs to be reflected from different aspects. For this problem, this paper uses analytic hierarchy process (AHP) to study the brand value of colleges and universities. By selecting many aspects as the indicators of the dynamic evaluation system of brand value of colleges and universities, this paper constructs a dynamic evaluation model of brand value of colleges and universities based on analytic hierarchy process. After analysis, the total score of the brand value of a university is 84.12 and the grade is “B.” Based on the analysis of the results, it can be concluded that the overall score of the university is high and has a certain brand value. However, it is weak in talent training and academic reputation.