基于消费者视角的地理标志“宁阳大枣”品牌竞争力提升研究  

Research on the Improvement of Brand Competitiveness of Geographical Indication“Ningyang Jujube”Based on the Consumer Perspective

作　　者：李彤辉 张可成 LI Tong-hui;ZHANG Ke-cheng(State-Owned Gaoqiao Forest Farm of Ning-yang County,Tai’an,Shandong 271000;School of Business Administration of Shandong Women’s College,Jinan,Shandong 250002)

机构地区：[1]宁阳县国有高桥林场,山东泰安271000 [2]山东女子学院工商管理学院,山东济南250002

出　　处：《安徽农业科学》2023年第24期260-264,共5页Journal of Anhui Agricultural Sciences

基　　金：国家社会科学基金项目(21BJY027,913000203)。

摘　　要：“宁阳大枣”品牌正式起步于1986年,如今,枣业已进入高质量发展的重要阶段,但品牌建设和竞争力明显不足。基于消费者视角,根据“宁阳大枣”自身的特点,设计评价指标体系及调查问卷,根据消费者的评价打分,运用熵值法以及模糊综合评价法对“宁阳大枣”品牌竞争力进行系统评价。结果表明,“宁阳大枣”品牌竞争力的综合得分为86.90分,对应的评价等级为良好,虽然评价等级达到良好标准,但是通过综合评价可知:品牌营销策略落后、品牌信息化程度低以及产品包装不够吸引人等现实问题严重制约着“宁阳大枣”品牌竞争力的提升。The brand of“Ningyang Jujube”officially started in 1986.Now,the jujube industry has entered an important stage of high-quality development,but the brand construction and competitiveness are obviously insufficient.Based on the perspective of consumers and the characteristics of“Ningyang Jujube”itself,design an evaluation index system and survey questionnaire.Based on consumer evaluation scores,use entropy method and fuzzy comprehensive evaluation method to systematically evaluate the brand competitiveness of“Ningyang Jujube”.The results showed that the comprehensive score of“Ningyang Jujube”brand competitiveness was 86.90 points,corresponding to a good evaluation level.Although the evaluation level meets the good standard,it can be concluded through comprehensive evaluation that the outdated brand marketing strategy,low level of brand informatization,and insufficient attractive product packaging seriously restrict the improvement of the competitiveness of the“Ningyang Jujube”brand.

关 键 词：品牌竞争力 地理标志农产品 熵值法 模糊综合评价法 山东宁阳 

分 类 号：S-9[农业科学] F[经济管理]