阳信鸭梨品牌竞争力评价及发展对策  

Evaluation and Development Strategy of Yangxin Juicy Pears Brand Competitiveness

作　　者：朱瑶 周海霞[1] ZHU Yao;ZHOU Haixia(College of Economic 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8期144-149,共6页AGRICULTURAL ENGINEERING

基　　金：青岛市社会科学规划项目(QDSKL1901174)。

摘　　要：客观评价阳信鸭梨的品牌竞争力对于提升其市场竞争能力具有重要意义。基于品牌竞争力相关理论与已有研究成果构建出阳信鸭梨品牌竞争力评价指标体系,通过问卷调查,运用层次分析法和模糊综合评价法对阳信鸭梨品牌竞争力进行综合评价。结果表明,阳信鸭梨品牌竞争力评价得分76.785,对应综合评价等级为一般,并且品牌资源力>品牌销售力>品牌产品力>品牌传播力。提出提升阳信鸭梨品牌竞争力的对策建议。Objectively evaluating brand competitiveness of Yangxin Juicy Pears is of great significance to improve its market competitiveness.Based on relevant theories of brand competitiveness and existing research results,evaluation index system of Yangxin Juicy Pears brand competitiveness was constructed.Through questionnaire survey,analytic hierarchy process and fuzzy comprehensive evaluation method were used to comprehensively evaluate brand competitiveness of Yangxin Juicy Pears.Evaluation results showed that evaluation score of Yangxin Juicy Pears brand competitiveness was 76.785,and corresponding comprehensive evaluation grade was general.Among them,brand resource power>brand sales power>brand product power>brand communication power.Finally,countermeasures and suggestions to improve brand competitiveness of Yangxin Juicy Pears were put forward.

关 键 词：区域公用品牌 阳信鸭梨 品牌竞争力 层次分析法 模糊综合评价法 

分 类 号：F304.3[经济管理—产业经济]