Research On Zhaoyuan Rice Brand Competitiveness

In recent years,with the continuous development of China's economy and the continuous improvement of people's living standards,consumers' demand for nutrition and health is constantly increasing,which requires that the agricultural production mode of our country need to make appropriate changes.Since 2015,the central document No.1 has been paying attention to the structural adjustment of agricultural industry for many years,and vigorously supporting the development of green and recyclable agriculture.The market prospects of green agricultural products brand with high quality and nutrition are gradually broadening.Zhaoyuan County as a national green food rice production base,Zhaoyuan rice won the National Agricultural Geographical Indications of agricultural products.Relying on the favorable geographical and climatic conditions and reasonable strategic layout,there are breakthroughs in Heilongjiang and even in the national rice market,but there is still a big gap compared with other well-known rice brands in the province.Based on the analysis of the current situation and existing problems of Zhaoyuan green rice brand development,consulting relevant literature,find out the influencing factors of brand competitiveness promotion,using the analytic hierarchy process and fuzzy comprehensive evaluation method,respectively,from the market level,enterprise level and government level,the evaluation index system was constructed systematically.Based on the data collected by the questionnaire of Zhaoyuan Rice Brand Competitiveness Survey,the comprehensive score of Zhaoyuan Green Rice Brand Competitiveness is calculated by the method of fuzzy comprehensive evaluation.In view of the influencing factors that have a larger proportion of index composite weight,the paper puts forward a method of combining enterprises with the government.Strengthen brand supervision,improve regional brands;integrate high-quality resources,clear market positioning;participate in network marketing,enhance brand awareness;encourage brand integration,build strong brands and other opinions,brand development is not completed overnight,I hope the above suggestions can help Zhaoyuan green rice brand competitiveness play a role in promoting.