基于AHP的消费者视角下猪肉品牌竞争力的评价研究——以长春市猪肉市场为例  

An Evaluation on Competitiveness of Pork Brands from Consumer Point:Case in Changchun Market

作　　者：张秋红[1] 杨子刚[1] 

机构地区：[1]吉林农业大学经济管理学院,吉林长春130118

出　　处：《中国畜牧杂志》2014年第20期32-35,42,共5页Chinese Journal of Animal Science

基　　金：教育部人文社科研究规划基金项目(12YJA630173);吉林省科技厅软科学项目(20110669)

摘　　要：我国是猪肉产销大国,但目前猪肉企业的品牌竞争力并不高。本文设计了消费者视角下的猪肉品牌竞争力评价指标体系,并针对在长春市猪肉市场中销售的主要生鲜猪肉品牌——双汇、雨润和华正构建了层次分析模型,应用AHP对这3个品牌的品牌竞争力进行了评价研究。研究发现,从消费者认知的角度,这3个猪肉品牌在长春市猪肉市场中的品牌竞争力排名分别是华正第一,双汇第二,雨润第三,但三者的品牌竞争力差距并不大。China is the grade country of pork production and consumption. But the competitiveness of pork brands is underground. This paper designed an indicator system of evaluation on competitiveness of pork brands from consumer point, and constructed a model of hierarchy on Shuanghui、Yurun and Huazheng, which were the main pork brands in Changchun market. And used AHP to evaluate the competitiveness of the three pork brands above 。 Found that, from consumer point in Changchun market, the rank of these three pork brands were that the first was Huazheng; the second was Shuanghui and the third was Yurun, but the gap of these was little. At the end, this paper discussed and analyzed the evaluation results.

关 键 词：猪肉品牌 品牌竞争力 消费者视角 AHP(层次分析法) 评价 

分 类 号：F326.3[经济管理—产业经济]