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Applying GM(0,N) to Asses Brand Development Strategy of Enterprise ─A Practical Analysis in Real Estate Industry
Author： Ching-Chien Shu, Chung-Jen, Chin, Chaang-Yung Kung and Tzung-Ming Yan
Keyword： Grey GM (0, N)， Real estate industry， Brand positioning， Brand development strategy.
Summary： The purpose of the study is to investigate the criticalsuccess factors for real estate brands, and to analyze thestrategy of establishing good brand images in theconsumer's mind. Firstly, referring to documents, thisstudy extracted the influential factors in the strategyestablishment of real estate brands and then set up thekey assessment indications for the successfulmanagement of self-owned brands. Questionnaires weredistributed to the management team and seniormanagers of Taiwan’s Wang-House real estate, thestudy object, and the GM(0,N) was applied to analyzethe critical factors for the brand establishment of thecase company. According to the analytic result, thisstudy offers the strategic model for the developmentand management of self-owned brand for Taiwan's realestate industry. Furthermore, it offers suggestions to thecase company on the brand development direction. Thestudy also indicates the GM(0,N) is good for the analysison corporate brand management and can help build upeffective model for brand management. In addition tobringing about more thoughts and discussions in depth,this study also shares the critical success factors forself-owned brands with more people.
Journal of Grey System(Volume 16)