| As China’s agricultural and rural economy enters a new stage of development,creating agricultural product brands and geographical indications has become an important support for agricultural transformation and upgrading.Promoting the development of agricultural product markets through brand building,thereby stimulating consumption,and achieving high-quality and high-quality development of agriculture in China.At the same time,the Shandong Provincial Government also attaches great importance to the branding development of agriculture.Currently,it has obtained multiple geographical indications for agricultural products and regional public brands for agricultural products.As one of the geographical indication products in Xintai City,Shandong Province,"Xintai Apple" is a new apple variety that is carefully bred and cultivated by grafting local varieties and over 70 domestic and foreign varieties with Fuji Apple.It has now developed into an indispensable business card for cities.However,due to the small scale of industrial development,slow progress in standardized production,and inadequate publicity efforts,the development of the geographical indication product "Xintai Apple" has been hindered.Compared to similar domestic products,"Xintai Apple" has its own advantages,but it faces difficulties such as weak brand competitiveness and narrow sales market scope.In today’s increasingly fierce competition for agricultural products,studying the brand competitiveness of "Xintai Apple" is of great significance for promoting the economic development of Xintai City and increasing farmers’ income.On the basis of reading a lot of relevant literature on brand construction of agricultural products,brand competitiveness of geographical indications,regional brand competitiveness of agricultural products,and guided by the theory of competitive advantage,comparative advantage,brand marketing theory,and Customer Perceived Value theory,this paper uses field interviews and research data to analyze the development status of "Xintai Apple" brand,and conducts SWOT analysis on it,drawing on the experience of Yantai Apple The advanced experience in the construction of Apple brands such as Luochuan Apple has established an evaluation index system for the competitiveness of the "Xintai Apple" geographical indication brand from three dimensions: product strength,market strength,and cultural strength,with consumers as the survey subjects and using the method of questionnaire survey and the brand characteristics of "Xintai Apple" as the entry point.Process the obtained questionnaire and conduct reliability and validity analysis.Use the entropy method to calculate the weights of various indicators for the competitiveness of the "Xintai Apple" geographical indication brand,and combine the fuzzy comprehensive evaluation method to comprehensively evaluate the "Xintai Apple" geographical indication brand.The results show that the comprehensive competitiveness score of the geographical indication brand "Xintai Apple" is 81.6935,which is a good level;The ranking of the first level indicators is as follows: brand product strength>brand cultural strength>brand market strength.The scores of each first level indicator are between 85 and 70,all performing well,but the brand market strength score is relatively low.The highest product quality score of 85.725 in the secondary indicators indicates that the quality of "Xintai Apple" products is reassuring and satisfactory to consumers.The lowest score of the distribution channel in the explanatory indicators indicates that it has defects in sales.Based on the evaluation of the competitiveness of the "Xintai Apple" brand,targeted suggestions are proposed to enhance the competitiveness of the "Xintai Apple" geographical indication brand from the perspectives of brand product strength,brand market strength,and brand cultural strength. |
