Applying GM(0,N) to Asses Brand Development Strategy of Enterprise-A Practical Analysis in Real Estate Industry

Ching-Chien Shu ； Chung-Jen Chin ； Chaang-Yung Kung ； Tzung-Ming Yan

《Journal of Grey System》 16卷4期 (2013/12) Pp. 207-215

並列摘要

The purpose of the study is to investigate the critical success factors for real estate brands, and to analyze the strategy of establishing good brand images in the consumer's mind. Firstly, referring to documents, this study extracted the influential factors in the strategy establishment of real estate brands and then set up the key assessment indications for the successful management of self-owned brands. Questionnaires were distributed to the management team and senior managers of Taiwan's Wang-House real estate, the study object, and the GM(0,N) was applied to analyze the critical factors for the brand establishment of the case company. According to the analytic result, this study offers the strategic model for the development and management of self-owned brand for Taiwan's real estate industry. Furthermore, it offers suggestions to the case company on the brand development direction. The study also indicates the GM(0,N) is good for the analysis on corporate brand management and can help build up effective model for brand management. In addition to bringing about more thoughts and discussions in depth, this study also shares the critical success factors for self-owned brands with more people.

並列關鍵字

Grey GM (0, N) ； Real estate industry ； Brand positioning ； Brand development strategy