The Competitiveness Evaluation Research Of Shandong Province Agricultural Product Brand

With the development of market economy in China, the adjustment of industrialstructure, the marketing of the agricultural products is enhanced significantly,agricultural products are no longer demand exceeds supply, but evolved to pile up inexcess of requirement. People in the selection of goods, also more and more to seeagricultural product brand, brand value in China’s market recognition and attention.Moreover, the international agricultural product market competition is intense witheach passing day, the constant change of consumer demand, the market competitionalready from the agricultural product price competition, quality competition to thebrand competition stage. Therefore, the research on how to improve the agriculturalproducts of Shandong province brand market competitiveness is very urgent, has veryimportant practical value and strategic significance. Therefore, this article tries to theagricultural products of Shandong province brand competitiveness research, aims toimprove the production of agricultural products of Shandong province enterprisesbrand awareness, enhance brand management level, to drive to Shandong fromagricultural production big province of big province, brand to brand a strong one.This paper firstly reviews the agricultural product brand, brand of agriculturalproducts competitiveness of the relevant document, put forward the brand ofagricultural products, agricultural products competitiveness of brand concept, as therural brand competitiveness evaluation research lays theoretical foundation.Then, this paper studies the Shandong Province agricultural product brandconstruction present situation and the existing problems. The article frommacroscopical level by using PEST brand of produce of the Shandong province buildsthe current situation of the social environment, economic environment, politicalenvironment, culture environment four respects analysis, using SWOT frommicrocosmic level analysis of Shandong agricultural product brand construction present situation advantage, inferior position, opportunity, challenge.Then, according to the analysis results of the agricultural products of Shandongprovince brand competitiveness of the important impact indicators, the establishmentof agricultural product brand competitiveness evaluation model, first by using analytichierarchy process the weight of influence factors of contribution, in the use of greyclustering the white nization weight function of each index weight is calculated by thecomprehensive contribution of clustering, two method for comprehensive evaluationof brand competitiveness of Shandong province.