Construction Of Evaluation Index System Of Green Food Brand Competitiveness In Shandong Province

China entered the era of brand competition in 1990 s.If an enterprise wants to continue to grow,if an industry wants to gain the competitive advantage,if a country wants to obtain the position and strength,then they need to have the brand competitiveness.In the past 20 years,the rapid economic development has provided a broader stage for the green food industry.In order to improve the market competitiveness of the green food brand,promote the optimization and upgrading of the green food industry,and promote the promotion of the development of the regional economy,it is necessary to.In two thousand years,between the theory of mutual integration,inheritance and extension,the academic circles of green food brand competitiveness is increasingly concerned,green food brand value has become increasingly prominent,Shandong Province as the largest green food producing provinces,in the green food brand construction has made great progress,mainly in: brand integration,visibility and reputation gradually,drive the brand to expand production progress and good integration.However,if compared with the domestic and international brands of green food,the gap is still not small.Only for Shandong green food brand competitiveness are discussed,analyzes the existing problems and how to improve green food brand competitiveness and puts forward the corresponding countermeasures,as a result,Shandong province green food brand will be able to catch up with the excellent green food brand pace,can even surpass them.This paper starts from the research background,purpose and significance of the green food brand competitiveness,analysis of green food brand development in Shandong Province,the current state and existing problems,in Shen Peng Yi established the "green food regional brand competitiveness evaluation index system" on the basis of this system,the establishment of Shandong province green food brand competitiveness index system.Related factors on the impact of green food of Shandong province brand competitiveness,AHP method,analysis the weight of each index,find the influence factors and the promotion of green food in Shandong province brand competitiveness is closely related in many factors: government guidance,coordination and management,human resources,industry association coordination and supervision,technological innovation,natural resources,etc.In order to make Shandong green food brands to catch up with the footsteps of excellent green food brands,and even beyond them,the need for joint efforts.First of all,enterprises from the manpower and material resources and other aspects of change:(1)introduction and cultivation of professional talents,increase the talents reserves,improve brand management ability;(2)increase R & D investment;(3)the development of science and technology,enhance the brand value;(4)make full use of the Internet thinking,through the Internet + green food industry,marketing mode innovation,enhance the visibility;(5)the establishment of green food traceability system circulation.Secondly,the government should play a guiding role and its role in supporting and developing the leading enterprises,on the other hand,to speed up the legislation,including the construction of brand protection laws and regulations,scientific evaluation system and abundant investment,supporting system of government support system.Finally,the trade associations should also play an active role: vigorously carry out the work of green food products,strengthen brand awareness,the development of industrial clusters to promote brand integration.