A Study On Evaluating Brand Competitiveness Of Department Store

In recent years, great changes have taken place in China's retail industry, all kinds of new commercial activities, such as shopping mall, supermarkets, specialty stores, discount stores, convenience stores, and online stores are rapidly developing, and the traditional department store is facing unprecedented challenges now. How to keep sustainable development in an increasingly competitive market environment, which becomes the new issue to the department store. With the era of the brand coming, it's one of the department store's outlets to enhance the competitiveness of enterprises through upgrading brand competitiveness, and therefore to study the impact elements of the brand competitiveness of department stores, and to build its evaluation indicator system of brand competitiveness is of great practical significance.To set the brand competitiveness of department stores as the research object, this paper summarizes some researching production including the enterprises competitiveness theory, brand competitiveness theory, brand image theory and etc. Then the author chooses the evaluation indicator system of brand competitiveness of service enterprises as the main theoretical basis of all study, which is from Professor Qiao's Subject of the Ministry of Education Humanities and Social Sciences"The study of the evaluation system of brand competitiveness and upgrading of brand". Finally, with industry characteristics of department stores, the author constructs the evaluation modle of brand competitiveness of department stores, and takes the empirical study to two department stores in Nanjing with this modle.The conclusions is shown as follows: 1. The brand competitiveness of department stores can be measured by the six elements, and arrange them according to their degree of importance from high to low in the order: profiting capacity, brand image, development potential, management capability, marketing capacity, staff capacity; 2. The level indicators which are used to measure the six elements are arranged according to their degree of importance from high to low in the order: the size of department store profitability, the proportion of the expenditure of marketing in share of the revenue, the academic qualifications of the management team in department store , the growth in margins of department store, the service levels of the employee in department store, the quality of goods in department stores; 3. After taking the empirical research to the two department stores with the evaluation model, the author gets the scores of brand competitiveness to: 83.98, 77.90, and thus this result demonstrates the unity and one-sidedness of the sales volume, which is the only evaluation criteria in retial industry. It does not well reflect the store's brand value and development potential, and it's negative to the long-term development of enterprises. Therefore it needs a scientific evaluation indicator system which can comprehensively evaluate the brand competitiveness of department stores to guide the development of the industry and enhance the competitiveness of enterprises.This study has constructed the evaluation modle of brand competitiveness of department stores. It will enrich content of the service industry in the theory of brand competitiveness, and expand vision of study in the evaluation model of brand competitiveness, then to some extent, it will make up some defects of lack of quantitative and empirical research in the domestic studies to the competitiveness of brand competitiveness of department stores, and it has some theoretical significance.