The Research On The Evaluation Of Vegetable Brand Competitiveness Of Tianjin

Vegetable has an important proportion in the agricultural production of Tianjin.In recent years,Tianjin has taken the construction of vegetable brands as an important measure to improve the quality of vegetables,and achieved remarkable results.But for a long time,due to the lack of brand consciousness,on the whole,Tianjin small scale of production,the products of vegetable brand premium ability is low,the brand effect is far from amplification in place,there still exists certain gaps compared with excellent vegetables at home and abroad brands.In the vegetable industry in Tianjin and vegetables brand construction development present situation,problems and causes of the problem after analyzing systematically,using research methods of empirical research combined with normative analysis,determine the vegetables in Tianjin brand competitiveness evaluation index system,based on vegetable brand competitive situation analysis and competitive evaluation results,promote the competitiveness of the vegetables in Tianjin brand operational countermeasures are suggested.The following conclusions are obtained through research and analysis:(1)Through the in-depth analysis about the present situation of brand construction of Tianjin vegetables,found brand construction present situation of the main vegetables in Tianjin has a good policy environment,to the enterprise brand is given priority to promote the process of industrialization,vegetables brands increasing international influence,etc.But there are also some problems,such as standardization of production,low value of circulation standardization,low brand premium and low brand coverage.(2)Established the evaluation index system of Tianjin vegetable brand competitiveness based on 4 levels and 24 indicators.Extraction of Tianjin 30 vegetables famous brand enterprises in the five enterprises for application evaluation of brand competitiveness,five vegetables brand competitiveness score calculated,finally through the analysis of the evaluation conclusion: vegetable product itself is the first factor influence the brand competitiveness,followed by the enterprise;The government's guiding role is better than the market;The safety of vegetable brand is the top priority of brand building,which provides reference for the evaluation of vegetable brand competitiveness in Tianjin.(3)Put forward the countermeasures and Suggestions to raise the competition ability of the vegetables in Tianjin brand,there are mainly two aspects: on the one hand,enterprisesshould enhance brand vegetable quality and safety certification standard,establish and improve the quality control of traceability system,vegetable brand awareness,as well as scientific and technological innovation as the leading,vegetable brand industrial upgrading.On the other hand the government should give full play to the guiding role,increase the vegetable industry to support the brand construction weak links,and helping set up vegetables brand association,brand construction and development plan as a whole vegetables,strengthen the awareness of consumer brands.