An Evaluation Model of Building Contractors’Brand Competitiveness —Based on ANP

Aiming to solve the problems of Chinese building contractors’low brand competitiveness and lack of evaluative approaches,this study is to construct a scientific and feasible evaluation model of brand competitiveness to benefit domestic building enterprises. First,it comprehensively screened out evaluative indicators of building contractors’brand competitiveness. After literature reviews,it exactly located the major limitation of the current research,i.e. the interrelationships in layers of nodes(including layers of goal,indicators and alternatives) are unidirectional and exist only between two different layers. Regarding this problem,it introduced ANP(Analytic Network Process),with which the above problem can be resolved effectively. With the Delphi method,it input experts’opinions and output the quantitative results of indictors’weights and evaluated enterprises’brand competitiveness,on the platform of the software of Super Decision. It indicated that the constructed ANP model has high validity and credibility,thus can serve as a starting point for the building contractors to evaluate their brand competitiveness,i.e. being more adapted to the specific situation by indicators and interrelations’adjustment.