Study On Brand Merchant Evaluation Of Rizhao Huasheng Shopping Square

In China,the development of large shopping square is only a short period of more than 20 years,and the research around shopping square is still new.At present the rising commercial real estate companies are gradually exploring their own operating style,with distinct practical characteristics.However,more shopping square is still in the cruel market competition fumble forward,experienced the painful management.Industry experts generally believe that brand evaluation selection,management and adjustment are of vital importance in influencing the operation of shopping square.Taking rizhao huasheng shopping center as an example,this paper studies the practical problems and solutions in selecting and evaluating brand merchants.This paper in the system of urban commercial complex,category management,supplier selection management,and other relevant theory,on the basis of the first through the questionnaire survey method,factor analysis,investigation and study factors affecting sunshine huasheng shopping plaza brand merchants evaluation index,establishing index system of brand evaluation.Secondly,using the AHP analytic hierarchy process(AHP)to empower the index system of evaluation index,with preliminary exploration degree oi the influence of different factors on the evaluation of brand merchants,and use the 360“evaluation method,select evaluation main body and set the weight.Thirdly,the fuzzy comprehensive evaluation method is used to select representative brands for qualitative and quantitative analysis,and the evaluation grade is set up to give relevant Suggestions.Finally.according to the analysis results of this study,the possible problems and targeted Suggestions in the evaluation process are proposed to continue to improve the evaluation index system.Through this study can be concluded that the influence brand merchants evaluation index of seven class respectively contribution of brand management.brand positioning fit.brand portfolio fit,brand management,brand services and environmental management,brand awareness,brand operation ability,and twenty measures of secondary.At the same time.the evaluation.customer reviews,brand manager of self evaluation and other brand evaluation four evaluation main body,according to the evaluation system to evaluate,rizhao huasheng shopping center brand are studied to support the brand,key management,warning brand,eliminated the brand evaluation class level 4,and gives the corresponding opinions.The lack of scientific guidance to a certain extent,improve the enterprise brand merchants selection and evaluation problem blindly,provides a complete set feasible merchants evaluation system,can effectively improve the work efficiency,optimize the workflow.At the same time,this study has some practical reference significance for other shopping square to evaluate brand merchants.