The Research on Comprehensive Evaluation Method Based on Brand Marketing Execution System of Domestic Trust Investment Company

Abstract: With increasing competition in the marketing place, the focus of marketing has changed from product oriented to brand oriented. Brand marketing has been a focus in the marketing research and practice. So how to improve corporation's brand competitiveness by applying brand marketing theory has been paid more attention. In this context, this paper choose domestic trust industry which has been neatened for many times and revived but had destroyed image as the research object, investigate the relationship between brand marketing execution system and brand competitivene -ss, then, explore comprehensive evaluation method based on brand marketing execution system of domestic trust mvestment company.This paper introduces the evaluation scales on the base of discussing literature and analyzing current condition, then, expands research content. Firstly, this paper develops brand marketing execution system and brand competitiveness evaluation scale on the base of study fruit concerning brand strategy in existence, and then, through literature research concerning trust、 trust industry brand marketing etc. at home and abroad, taking many times interview to administrator in trust investment company into account, we modify above scale and receive initial brand marketing execution system evaluation index system and brand competitiveness scale with our trust investment company's personality. Then, we design questionnaire on the base of the elementary index system and brand competitiveness scale, execute questionnaire to the most employees from trust industry, and analyze scale's reliability and validity through SPSS11.5 software package. Then, we modify scale and receive eventual index system and brand competitiveness scale. Adopting the statistics methods, such as related analysis and regression analysis, this paper has a dig at the relationships between brand marketing execution system and brand competitiveness. Then, we establish the weight system by using AHP and set up a model to analyze domestic trust industry's brand marketing level by adopting the many hierarchies Fuzzy Comprehensive Evaluation Method. Finally, to aim at domestic trust industry's brand marketing execution, this paper will advance some suggestions on the base of data analysis result.this paper proves the relationships between brand marketing execution syste…
Key words: trust; brand marketing; brand competitiveness; comprehensive evaluation method

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