Abstract
In order to improve the brand power of national auto brands and build a strong country for national auto brands, based on the research of this paper, the use of analytic hierarchy process and entropy weight method is used to calculate the score of auto brand power. First, consult a large amount of information to determine the relevant indicator factors. Here, eight indicators are selected, respectively from market research data and sales-related market-side data. Then, the AHP + entropy weight method is used to calculate the first-level index score of the user terminal according to the questionnaire questions of the second-level index. Secondly, on the basis of eight index scores, the entropy weight method is used to calculate the first-level index weight, and the weighted sum method is used to calculate the brand power. Finally, four brands are used for experimental verification, and the results meet the actual situation. Therefore, the method studied in this paper can be used as a reference for promoting brand power.
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