Research On The Construction Of Evaluation Index System For Brand Competitiveness Of China's Old-age Care Institutions

Objective:Our country has already entered the aging society,and the aging process is faster and faster.In the huge market,aged homes are facing with problems such as unbalanced development,poor management and so on.The lack of brand competitiveness causes the aged homes in poor condition largely.The existing brand competitiveness evaluation index system is aimed at the general enterprises.Tthere is no specific evaluation index system for the brand competitiveness of aged homes.Aged homes are different from the general enterprises.The brand competitiveness evaluation index system of enterprises is not accurate to aged homes,and is difficult to describe the status of brand competitiveness of aged homes.The main purpose of this study has three aspects:one is to help consumers to improve the ability of selecting aged homes;the two is to help aged homes to improve their brand competitiveness and operational capabilities;three is to provide the basis for government to carry out a scientific evaluation of aged homes.Method:The main methods used in this study include literature research,text analysis,expert consultation,expert focus group and analytic hierarchy process.Those methods are used to construct the brand competitiveness evaluation index system of aged homes.The main process is as follows:First,the domestic and foreign literature about brand competitiveness was reviewed.The development status and brand research status of aged homes are summarized,in order to propose the theory of aged homes brand competitiveness and sub sequent indicator.Second,brand competitiveness evaluation index system of aged homes is established newly.Through the analysis of the consumer Q&A text,the official website of the aged homes and the government policy documents,we can get the evaluation index of aged homes.Based on the theoretical framework of Xu Jinan,this paper constructs the theoretical framework of aged homes brand competitiveness,and selects the evaluation index.Then,The expert focus group was held to discuss the meaning of the evaluation index and its algorithm,and to supplement the omission of the evaluation index,and delete the evaluation index which did not conform to the aged homes.Finally,the expert consultation questionnaire was made.Third,evaluation index was screened.Expert consultation questionnaire was provided to the management,brand,pension experts in the field,as well as the aged homes managers.After the recovery of the questionnaire,using the results of experts deal with the deletion of the evaluation criteria do not meet the standard.After two rounds of expert consultation,the expert focus group discusses the meaning and algorithm of evaluation index,and examines the evaluation index system.Fourth,on the basis of previous work,brand competitiveness evaluation index system weight table of aged homes was made and issued to the experts.After the questionnaire was recovered,Yaahp and excel were used to deal with the questionnaire data,and the weights of each evaluation index were determined.Results:In this study,brand competitiveness evaluation index system of aged homes includes three first level indexes,eleven second level indexes,thirty-seven indicators third level indexes.This study considers that the aged homes brand competitiveness consists of three parts:brand basic ability,brand management ability and brand market ability.Brand basic ability is the cornerstone of the aged homes brand competitiveness.Brand management ability link brand basic ability with brand market ability.Brand market ability is intuitive performance.Conclusion:In this study,the evaluation index system,in line with the reality of the development of aged homes,can reasonably reflect the brand competitiveness of aged homes.