马家沟芹菜品牌竞争力测算  

Measurement of Brand Competitiveness of "Majiagou Celery"

作　　者：宋玮 辛鹏 李汶静 崔茂森[1] SONG Wei;XIN Peng;LI Wenjing;CUI Maosen(School of Economics and Management,Qingdao Agriculture University,Qingdao Shandong 266109,China)

机构地区：[1]青岛农业大学经济管理学院,山东青岛266109

出　　处：《农业工程》2023年第2期151-155,共5页AGRICULTURAL ENGINEERING

基　　金：山东省重点研发计划(软科学项目)(2022RKY06006)。

摘　　要：为分析山东省青岛市马家沟芹菜品牌竞争力,以4Cs营销理论为基础,构建了一套评价指标体系,并运用熵权法与模糊综合评价法得出其品牌竞争力综合评分为81.150 0分。根据此分数可知,该品牌竞争力良好。在各类一级指标中,得分依次为品牌文化力(81.901 9)>品牌传播力(81.564 3)>品牌销售力(80.898 8)>品牌性能价值(79.666 9)。在分析评价结果后,对马家沟芹菜品牌进行优化建设,为该品牌及同类产品品牌建设提供参考。To analyze competitiveness of "Majiagou Celery" brand in Qingdao City,Shandong Province,a set of evaluation index system based on 4Cs marketing theory were constructed,and entropy weight method and fuzzy comprehensive evaluation method were used to get comprehensive score of its brand competitiveness of 81.150 0 points.According to this score,the brand had good competitiveness.Among all kinds of first-class indicators,the scores were as follows:brand culture power( 81.901 9) brand communication power(81.564 3) brand sales power(80.898 8)brand performance value(79.666 9).After analyzing evaluation results,"Majiagou Celery" brand was optimized and constructed,indicating direction for the brand and similar product brand construction.

关 键 词：品牌竞争力 4Cs营销理论 马家沟芹菜 熵值法 模糊综合评价法 

分 类 号：F304.3[经济管理—产业经济]