Study On The Health Evaluation Of Changsha Old And Famous Food And Beverage Brand

Changsha is a historic and cultural city, but also the well-known commercial and consumer city. Changsha historical restaurant brand with its unique product features, rich culture heritage Changsha food culture. However, with the changing times, the gradual change in consumer attitudes, brand catering old status quo is not optimistic about the development of Changsha, the traditional competitive advantage can not be sustained. Changing the traditional business philosophy and approach, the use of modern brand management business model is old restaurant brand and revitalize the way out. Ecology is a brand new perspective of the current brand research, exploring issues from the perspective of the healthy development of the brand brand ecosystem conducive to grasp the essence of the perspective from the system and dynamic brand issues from a global perspective to guide the healthy development of the brand. Thus Explore Changsha old restaurant brand development from the perspective of brand ecosystem health development is to revitalize old dining Changsha inevitable economic demands.In this context, this paper Changsha old food brands as the research object, constructed Changsha old restaurant brand ecosystem health evaluation system. The system consists of three layers:the target layer, criterion layer (an index) and index layer (two indicators). Among them, the target layer factor for Changsha old restaurant brand ecosystem health; criterion layer contains the product qualification, factor in business conditions, the brand, the regional environment, the supply of resources, networks and public infrastructure seven dimensions; index layer contains 32 two level indicators. This selection of the multi-level fuzzy comprehensive evaluation of Changsha old restaurant brand ecosystem health levels were evaluated: First, the use of AHP determine the index weight; then, according to the weight of each index, to evaluate the analysis using fuzzy comprehensive evaluation method to determine the health of the level of each index factors in order to determine its brand ecosystem health.In this paper, empirical research Yang Yuxing brand, for example. Results for: Yang Yuxing brand ecosystem health evaluation value 0.6602, belonging evaluation grade of "higher" level.Among them, the evaluation value of.8041 brand situation, greater than 0.8, and are evaluating the level of "high" level; product qualification and evaluation of the value of regional environment were 0.7281 and 0.7062, and evaluation of the value of the supply situation of the enterprise resources are 0.6493 and 0.6571, is between 0.6-0.8, is the evaluation level of "high" level; and evaluate the value of the relationship between the network and the public infrastructure is relatively low,0.5778 and 0.5693, respectively, between 0.4 and 0.6, are evaluated hierarchy the "normal" levels. This is Yang Yuxing brand ecosystem health is consistent with reality, thus proving the old paper constructs Changsha food brands ecosystem health evaluation system has a certain level of rationality, effectiveness and operability.