Research Of Competitiveness Assessment For Residential Deveoloers Based On DANP-FVIKOR Model

As suppliers of residential products, the operation and development of residen-tial developers has always been highly concerned in the society. In recent years, the competitive environment that developers faced has been more severe, while several macro-control policies being issued. If developers only concern about the price of residences as before, or just be advantaged in some aspects, they will not win the market competition. Developers have to gain a full range of competitive advantages in nowadays, so that their competitiveness level could be enhanced totally. Hence it is essential to research on the competitiveness assessment of residential developers. However, the majority of scholars seldom concentrated on the relevant researches, while existing studies mainly assessed competitiveness on a single dimension, such as market scale, from which the connotation could not be analyzed systematically and assessment results would not be accurate either.Based on the theoretical achievements of enterprise competitiveness, the author firstly put forward a systematical definition of developers competitiveness, which contains four different dimensions, including Environment, Rescources, Capacities and Markets. Secondly, several assessment indexes were selected initially from the four dimensions above, and then a descriptive statistics and reliability analysis were constructed to test stability of these indexes. Finally, the Competitiveness Assessment System for Residential Developers (CASRD) was established, which includes four indexes on first level and eighteen on the second.After analyzing advantages and limits of other methods that have been used before, the author selected DANP-FVIKOR method as the assessment model in this study. Then in the case analysis, CASRD and DANP-FVIKOR model were applied to assess the competitiveness levels of eight developers in Hangzhou market, and some improvement suggestions were also put forward.When talking about innovation points in this study, the following three aspects should be considered. Firstly, a systematical conception of developers comptitiveness was raised from comprehensive standpoints. Secondly, when considering both qualitative and quantitative indexes, CASRD system was established. Lastly, DANP-FVIKOR method was selected as the assessment model. As results, this research not only enriched academic achievements of enterprise competitiveness theories, but also provided support for developers’strategic decisions and operation management.