Research On The Factors Affecting The Brand Building Of Y Enterprise Based On DEMATEL Metho

In recent years,as China’s manufacturing has shifted towards creating and improving quality,and domestic products have transitioned towards domestic brands,the government has implemented a series of policies to promote the rapid development of domestic enterprise brands.Since 2021,the global pandemic has had a profound impact on the economy and markets,presenting new challenges and opportunities for brand building.Brands are a unique image that companies establish in the market economy,representing not only products or services but also corporate culture,values,and management concepts.Y Company is located in Wulatehouqi,Bayannur City,Inner Mongolia Autonomous Region.The Wulatehouqi is located in the northwest of Bayannur City,adjacent to Alxa League to the west and South Gobi Province of Mongolia to the north.It is a border banner mainly inhabited by Mongolians with Han Chinese as the majority.Leveraging the natural resources and industrial development layout of the Gobi Bactrian camel in Urad Rear Banner,Y Company promotes the industrialization of the Gobi Bactrian camel through a full industry chain model.Its camel milk products have rich nutritional value and huge market potential.However,due to its remote location and talent shortage,the branding and development of the company is greatly constrained.Based on this,this paper constructs a DEMATEL model of the influencing factors of Y Company’s brand building based on literature review and questionnaire survey.Twelve indicators of brand building influencing factors of Y Company are comprehensively and effectively identified from four aspects:internal factors of the enterprise,external factors of the industry,marketing factors,and government regional factors.The influencing factor indicators are subjected to data importance testing,and the influencing factor indicator system of Y Company’s brand building is ultimately constructed.Then,DEMATEL method is used to construct the relationships between each influencing factor,and the impact degree,affected degree,cause degree,and central degree of each influencing factor are calculated.Based on the analysis results of the Y Company’s brand building influencing factor indicator system DEMATEL model structure,four improvement measures and suggestions are proposed for key influencing factors combined with the actual situation of the enterprise,including exerting the subjectivity of enterprise,playing a leading role in culture,playing a marketdriven role,and strengthening government support.