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Analysis of Driving-School Brand Competitive and Its Evaluation

Author: CaoJing
Tutor: DuJian
School: Chang'an University
Course: Business management
Keywords: driving—school brand competitiveness index system AHP fuzzy evaluation method
CLC: F273.2
Type: Master's thesis
Year: 2012
Downloads: 75
Quote: 0
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Abstract


Since the Reform and Opening up, economy and the automotive industry in China havebeen booming, and the driver—training industry has been rapid developing. In a freeeconomy environment, driving training institutions began be operated as a profit business. Inrecent years，the increasing number of driving—school companies makes the competitionbecome increasingly fierce. If an driving—school company survive and develop well in thefierce competition, it must create their own brand and increase competitiveness of its brand.Strong brand of the driving—school company can not only enhance the quality of thedriver—training industry in China, also has an important role in the improvement of trafficsafety in China.The article studies on driver—training brand competitiveness in China through literature,AHP, and fuzzy evaluation method. A set of evaluation index system for driving—schoolcompany was established by seven secondary indicators that are brand market power, brandmanagement capabilities, technical competitiveness, the competitiveness of corporate culture,human capital, business management capabilities and environmental competitiveness and25three-tier indicators. Through the survey of the National Science and Technology SupportProject and driver training syllabus revision，this paper gives some recommendations toenhance the competitiveness of driving—school brand in China.It is lack of systematic research about the brand competitiveness of driving—schoolcompany in China at moment. The article researches the enterprise brand competitiveness ischallenging. This paper establishes driving-school brand competitiveness evaluation system,as well as analyzes and evaluates it by comprehensive evaluation method which combineAHP and fuzzy evaluation method. This method not only reflects the influencing factors atdifferent levels objectively, but also avoids the difficulty of weight distribution caused byexcessive factors, which make the evaluation results better.It is hoped that the research on the driving-school brand competitiveness can providenew ideas and methods for enhancing China’s driving-school brand competitiveness. Besides,it’s also hoped to help reduce the transportation accident rates in China.

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