Research On Competitiveness Evaluation Of Leisure Agriculture Enterprises In Zhangzhou City

If Zhangzhou’s leisure agriculture enterprises want to seek better development in the fierce competition, how to mining enterprises’ core resources to achieve competitiveness are the practical problems which are is worth considering.Based on the resource based theory, comprehensive evaluation index system of leisure agriculture enterprise’s competitiveness is established,and Zhangzhou leisure agriculture enterprises’ competitiveness are evaluated in accordance with comprehensive evaluation index system.In this paper, the main research contents and conclusions are as follows:First, establishing a comprehensive evaluation index system. The comprehensive evaluation index system of leisure agriculture enterprise’s competitiveness is divided into three hierarchy layers noted by A, B and C. Among them, a layer factor is leisure agriculture competitiveness, B layer factors are tangible assets, intangible assets, personal ability and organization ability, and in C layer factors corresponding to the each factor in B layer contain 16 evaluation index.Second, determining the index weight by using AHP group decision-making method. Based on the reciprocal judgment matrixes given by a number of decision-making experts, each index weight in B and C layer are determined by using AHP group decision-making method. In general, decision-making experts think that abilities are more important than assets, and they also think that organization ability can be promoted from the business process, organization incentive and cooperation mechanism, personal ability can be enhanced from business promotion and professional management, and that intangible assets can be created from service quality and marketing channels,and tangible assets can be constructed from the aspects of natural landscape and geography.Again, evaluating zhangzhou leisure agriculture enterprises’ competitiveness. Based on the survey data from 45 leisure agriculture enterprises, zhangzhou leisure agriculture enterprises’ competitiveness are evaluated by using the linear comprehensive evaluation model. The empirical results that zhangzhou leisure agriculture enterprise’s competitiveness is in the general level. Main reasons are that the development of zhangzhou leisure agriculture enterprises rely more on the accumulation of assets,rather than the ascension of ability.Finally, the countermeasures and Suggestions are put forward in view of the advantages and disadvantages of zhangzhou leisure agriculture enterprises’competitive.