| Ministry of Agriculture and Rural Affairs in the "National Quality Agriculture Strategic Planning(2018-2022)" clearly put forward: vigorously promote the regional public brand construction of agricultural products,cultivate a batch of loud,hard,influential regional public brand of agricultural products.By 2035,the quality,efficiency and brand competitiveness of agriculture will be significantly improved,decisive progress will be made in high-quality development of agriculture,and modernization of agriculture and rural areas will be basically realized.Under the call of the national policy,the governments at all levels attach great importance to the construction of regional brand gradually,in order to promote Huazhou city,Guangdong province,the development of Exocarpium Citri Grandis(Huajuhong)industry in the senior economic form,optimizing the structure of the division of labor and reasonable goal,then it is necessary to study of pummelo peel regional brand competitiveness,thus promote the development of industry of pummelo peel,construction of agricultural brand,Achieve high quality sustainable economic development of Huazhou.According to Huazhou city,Guangdong province,the actual situation of the development of Huajuhong industry,based on the study of literature at home and abroad,using the SWOT analysis model from the perspective of macro qualitative analysis of Huajuhong regional brand competitiveness level,and then by building the Huajuhong area of brand competitiveness index evaluation system from the perspective of the consumer to the empirical analysis of the competitiveness of pummelo peel,Finally,according to the analysis results,suggestions are put forward to enhance the regional brand competitiveness of Huajuhong.The questionnaire survey was conducted in the form of 5-level Likert scale.The questionnaire was distributed mainly through online communication software such as wechat and QQ,and the offline physical stores were distributed and collected mainly from drugstores,Huajuhong stores and Huazhou specialty stores.After obtaining the data through the questionnaire survey,after the statistical collation and quality inspection of the data,the entropy method is firstly used to determine the weight of indicators at all levels,and then the fuzzy comprehensive analysis method is used to comprehensively evaluate the brand competitiveness of Huajuhong.The empirical analysis results of Huajuhong regional brand competitiveness by using fuzzy comprehensive evaluation method show that the comprehensive evaluation of Huajuhong regional brand competitiveness is good,which belongs to the second grade of evaluation grade,and the competitiveness level needs to be further improved.Among them,brand effect force occupies the largest weight and the evaluation result is excellent,brand operation force occupies the second weight and the evaluation result is average,brand product force occupies the least weight and the evaluation result is excellent.Finally,according to the evaluation results,countermeasures and suggestions are put forward to enhance the brand competitiveness of Huajuhong region from the three aspects of brand construction subject,brand protection and brand marketing level. |
