Evaluation And Promotion Strategy Of Tibet Tianming Brand Competitiven E-ss Of Real Estate Enterprises

With the rapid development of economy,there are 300000 new real estate enterprises in China in 2020,which shows that real estate companies are facing increasing competitive pressure.At the same time,the market is slowly turning to the market guided by consumers.Therefore,many real estate companies are deeply aware that only brand construction can promote them to effectively occupy the market,Enhance the competitiveness and competitive level in the market.In recent years,despite the continuous development of the real estate company market,due to the long project development cycle and high professional requirements for the operation and management team,the brand construction of the real estate company is difficult.Therefore,building a strong brand of the real estate company has important practical significance.Tibet Tianming real estate company has a good tax policy.The enterprise itself has a good reputation in the industry.The managers are well-known figures in the industry and have a certain influence.They have done some work in product quality and R&D,but the brand competitiveness is generally weak,which is also the mainstream status of real estate brand development.Through the in-depth analysis of the brand strategy of Tibet Tianming real estate company,we can design a more perfect and reasonable brand strategy evaluation index system of real estate company,promote the synergy of real estate brand,and provide targeted opinions and measures for later scholars’ research.Based on the current situation of brand management of Tibet Tianming real estate company,according to the comparative advantage theory,competitive advantage theory and literature,this paper formulates the appropriate evaluation indicators from the dimensions of market influence,customer perception,comprehensive ability and brand value,evaluates its brand competitiveness indicators by using analytic hierarchy process,and then establishes the weight vector by combining the fuzzy comprehensive evaluation method,Clarify the evaluation rules,calculate the average evaluation value,explore the problems such as lack of scientific planning and management of brand construction,unclear brand positioning and lack of brand personality,put forward more applicable brand promotion strategies according to the above problems,and provide decision-making reference for real estate companies from the dimensions of product management ability,brand remodeling ability and market share ability.