安徽农业科学2023，Vol.51Issue(24)：260-264,5.DOI:10.3969/j.issn.0517-6611.2023.24.055
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 Per-spective
摘要
Abstract
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 charac-teristics 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 re-sults 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the evaluation level meets the good standard,it can be concluded through comprehensive evaluation that the outdated brand marketing strategy,low level of brand informatization,and insufficient attractive product packaging seriously restrict the improvement of the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Key words
Brand competitiveness/Agricultural products with geographical indications/Entropy weight method/Fuzzy comprehensive evalua-tion method/Ningyang,Shandong分类
农业科技引用本文复制引用
李彤辉,张可成..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[J].安徽农业科学,2023,51(24):260-264,5.基金项目
国家社会科学基金项目(21BJY027,913000203). （21BJY027,913000203）
