| The real estate already enters the time of brand competition, how to promote the real estate enterprise the brand competitiveness is an important question that real estate enterprises in our country face. The research goal of this thesis is in the foundation of the domestic and foreign related real estate brand competitiveness assessment method research results, to propose real estate enterprises'brand competitiveness the index system and the assessment method, to carry on the measure and the appraisal to the real estate brand competitiveness in our country.The thesis first carries on the summary to the domestic and foreign brand competitiveness research, and analyzes the existence question in present brand competitiveness research and the urgent breakthrough.Secondly on the basis of the elaboration of the brand, the real estate brand, this thesis proposes the brand competitiveness concept, and analyzes the real estate brand competitiveness integrant part and the content.Then on the principle of design of real estate brand competitiveness appraisal target in our country, this thesis designs the evaluation target system of real estate enterprise brand competitiveness in our country, proposes real estate enterprise brand competitiveness appraisal model in our country.This thesis selects the principal component analysis method as the assessment method of real estate brand competitiveness in our country, and analyzs the merit of this method, introduces the program of structuring real estate brand competitiveness appraisal model in our country. The thesis from the accurate market localization, the quality, the good customer relations, the specialization, abided by the pledge, management and innovation seven aspects proposes the policy suggestion of promoting our country real estate enterprises'brand competitiveness.Finally, the thesis takes Tianjin Jinbin development Co, Ltd as an example, and carries on the positive analysis to its brand competitiveness. |
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