Evaluation And Promotion Of Geographical Indication Brand Competitiveness Of Agricultural Product "Zhanhua Winter Jujube" In Shandong Province

Since 2017,the country has begun to vigorously promote brand development.Every year,the No.1 central document has repeatedly proposed to strengthen the development of geographical indication brands of agricultural products,strengthen the management and protection of geographical indication brands of agricultural products,and strengthen the brand construction of agricultural products [1].Geographical indication brand is the leading industry in the established production area,the significance of brand construction is greater,has a strong brand value to be explored,and plays a very important role in the economic development of the region.However,there is a serious problem of "restatement and light use" in the current geographical indication brand of agricultural products,and Zhanhua Dongzao is no exception.The geographical indication brand of agricultural products will often give agricultural products the image of safety and high quality,increase the degree of consumer trust,and strengthen the market competitiveness of agricultural products.The construction of geographical indication brand of agricultural products can effectively regulate the planting behavior of farmers and realize the large-scale management of the product industry in the region.Therefore,the present situation and problems of the construction of Zhanhua winter jujube are analyzed,so as to create the brand construction mode of Zhanhua winter jujube and improve the brand construction system of Zhanhua.On the basis of field research and questionnaire survey,based on comparative advantage theory,competitive advantage theory,public goods theory,effect of origin and brand competitiveness theory,this paper studies the brand competitiveness of Zhanhua Dongjube by combining qualitative and quantitative analysis.First of all,descriptive analysis method is used to qualitatively analyze the status quo of Zhanhua winter jujube brand construction,the basis and effect of Zhanhua winter jujube industry development,and the conditions of Zhanhua Winter jujube brand development.Secondly,the evaluation index of Zhanhua Winter jujube brand competitiveness was established,and the entropy method was used to analyze the data obtained from the questionnaire survey,so as to know the influence weight of each evaluation index on the brand competitiveness of Zhanhua Winter jujube.The fuzzy comprehensive evaluation method was used to score the influencing factors,to find out the existing problems in the development of the brand of Zhanhua Winter jujube,and to put forward countermeasures and suggestions to improve the competitiveness.The main conclusions of this paper are as follows: First,it systematically analyzes the development basis and effect,development situation and development conditions of Zhanhua winter jujube brand by descriptive analysis method.Secondly,based on the perspective of consumers,the brand competitiveness evaluation index of Zhanhua Dongjube is established,including 3 first-level indexes,brand foundation,brand market,brand communication and 11 second-level indexes.Furthermore,the entropy method and fuzzy comprehensive evaluation method were used to score the brand competitiveness evaluation index of Zhanhua Dongjube.The results showed that the scores of brand market and brand communication were lower in the first-level index,which were 87.0815 and86.9550 respectively.In the secondary index,the scores of sales channel,logistics and brand loyalty were lower,which were 86.9415,86.245 and 85.6265,respectively.Third,Zhanhua Winter jujube brand has the problems of low science and technology content,short industrial chain,low degree of standardization,insufficient publicity,gradually weakening market competitiveness,weak brand awareness,single sales channels,insufficient logistics and transportation guarantee.Fourth,accelerate scientific and technological innovation,extend the industrial chain;Planting new varieties and learning new technologies;Strong policy guidance,formulate unified standards;Pay attention to network publicity,increase publicity;Strengthen the brand concept;The specific countermeasures to enhance the competitiveness of "Zhanhua Winter Jujube" agricultural product geographical indication brand are to widen sales channels and improve logistics support.