A Research On How To Evaluate And Promote Vanke’s Brand Competitiveness

The development of China’s real estate market has gone through more than20years, as the increasing requirements of consumers on the quality of real estate goods,and increasingly competitive market, the future of the real estate market is bound tobe competitive among the few outstanding brands. How to improve brandcompetitiveness is an important issue faced by the many real estate companies. In thispaper, selected as evaluation object, the typical representative of the real estateindustry, real estate Vanke brand competitive position of in-depth study to build amodel of brand competitiveness evaluation index system has the characteristics of thereal estate industry, through theoretical research and data analysis to evaluate itsstrengths and weaknesses of the brand competitiveness, aims to provide a reliablebasis for the Vanke Real Estate brand management decisions from both theory andpractice and provide recommendations to enhance its brand competitiveness. In thispaper, we select the Vanke Real Estate as an evaluation object, and study the status ofits brand competitiveness to build the model of brand competitiveness evaluationindex system which has the characteristics of the real estate industry. By evaluatingtheir strengths and weaknesses of the brand competitiveness through theoreticalresearch and data analysis we aim to provide a reliable basis for the Vanke Real Estatebrand management decisions from both theory and practice and to providerecommendations to enhance its brand competitiveness.This paper mainly studies on Vanke brand competitiveness evaluation andimproving programs, the full text is divided into four parts. The first chapter beginswith a brief background, described the purpose and significance, offered questionsand expected results. The second chapter is the overview of related theory andtechnology program, analysing of the basic concepts of domestic and foreign researchtheory and techniques for the study. Chapter III described Vanke brandcompetitiveness of the status quo from the four aspects of finance, marketing,development potential, consumers, and provided data support for the evaluation ofbrand competitiveness. The fourth, fifth and sixth chapters are the core part of thisarticle. The fourth chapter builds a scientific index system suitable for thecharacteristics of the real estate industry, and uses the AHP for the Index Weighting.Chapter five rates evaluation index according to the Vankedata, calculates the finalscore of the Vanke brand competitiveness and analyzes the results. Chapter VI offers the strategy to improve brand competitiveness. Chapter VII makes conclusionpointing out the contribution of this study and inadequacies and predicts futuredevelopment of brand competitiveness of the real estate industry.