Research On The Current Situation And Countermeasures Of Regional Brand Building Of Agricultural Products In Anhui Province

Nowadays,Chinese agricultural product market has experienced a change from shortage to prosperity.With the development of globalization,increasing amount and variety of imported agricultural products in the domestic market forces production operators to face fiercer competitions.In addition,with the development in income level and living standard,food safety has become an issue of great concern to the public,which reveals the opening of era of brand competition in agricultural product market.Thus,research on how to improve market competitiveness of Anhui provincial agricultural product's regional brand and promote' regional brand of agricultural product becomes a crucial topic with great strategic significance.This paper intents to promote the transformation from major agriculture province to agricultural strong province and brand strong province of Anhui province through studying on regional brand competitiveness of its agricultural product,improving the ability of brand building as well as popularity and reputation of regional agricultural product in the market.Brand competitiveness is an important measurement indicator in brand building.Thus,this article selects Dangshan Pear as a highly representative regional brand as study subject,and mainly uses theoretical analysis and empirical analysis as methods.According to the present situation of the construction of Anhui Provincial regional brand of agricultural products,based on the study of regional brand of agricultural products on the related literature,combining with the present Dangshan pear's regional brand packaging,publicity and other significant problems,this essay select the brand foundation force,brand propagation force and brand market forces as three major aspects and 18 other both universal and targeted small indicators,and integrated using analytic hierarchy process(ahp)and fuzzy comprehensive evaluation method for empirical research on its brand competitiveness.This comes with the following conclusions:first,the score of DangShan Pear regional brand competitiveness is 3.2990,it is in the medium level with large promoting space.Second,the product quality,market orientation ability and Brand awareness impact brand competitiveness ranking the first three among 9 elements in the article which affect the brand competitiveness.Third,DangShan Pear obviously has limitations as an agricultural regional brand.According to the conclusion,this paper mainly from three aspects to put forward the countermeasures and suggestions:first,improving the pear standardized production,design different packaging logo and strength the guidance and supervision role of government and association;second,enhance the influence of Dangshan Pear's unique feature on popularity;third,differentiated positioning,divide the pear into different grades,dig deep value concept from it and use multi channel promotion.On the one hand to promote the development of regional brand of Dangshan pear,and on the other hand provides a reference for the development of the regional brand of agricultural products in Anhui province.