AHP and Big Data based Brand Value Enhancement Model for Telecom Operators
Jiao Zhu, Ying Li, Rongfang Zhang, Xing Tai, Junjiang Chen, Rui Li · 2024
The study of brand value enhancement represents a crucial aspect of achieving sustainable enterprise development. It is a vital element in maintaining enterprise growth and a solid market position, as well as in enhancing brand value, which in turn implies the comprehensive enhancement of each key production factor of enterprises. In this paper, the hierarchical analysis method was used to construct an assessment model for brand value enhancement of telecommunication operators. The hierarchical analysis method is abbreviated as AHP. The model derives the weights of key elements through AHP, thereby quantifying elements that cannot be analysed quantitatively to the greatest extent. Furthermore, the model is formed through continuous model testing and consistency checking of big data analysis technology. This comprehensive study has significant strategic implications for telecommunication companies seeking to enhance brand awareness, cultivate a favourable brand image and encourage positive word-of-mouth communication.