Study On The Brand Competitiveness Of Macheng Chrysanthemum From The Perspective Of Consumers

The CPC Central Committee and The State Council have made a series of major strategic decisions to emphasize the importance of rural revitalization.As the pillar industry of Macheng city,the improvement of its brand competitiveness is of vital importance to realize the development of rural revitalization.In this paper,brand competitiveness research based on the perspective of consumers not only has important practical significance for the development of agricultural products,but also can use brand competitiveness to drive local farmers to get rich and explore a valuable development road.Based on this,the main research work of this paper is as follows:(1)On the basis of reading relevant literature and referring to the research of relevant scholars,analyze the development status of Macheng chrysanthemum.(2)Based on the perspective of consumers,the index system of macheng chrysanthemum brand competitiveness was constructed.Using analytic hierarchy process to determine the weight of macheng chrysanthemum brand competitiveness index by experts.(3)Design and develop a questionnaire for macheng chrysanthemum brand competitiveness based on the perspective of consumers.Through the online and offline questionnaire survey,collect consumer evaluation data,including 342 valid sample data.On this basis,use the fuzzy comprehensive evaluation method to calculate the evaluation results of Macheng Chrysanthemum brand competitiveness.Combined with the evaluation results,the analysis shows that:(1)the final evaluation score of macheng chrysanthemum brand competitiveness is 69.5353,and the evaluation grade is general;(2)The order of the first level index of macheng Chrysanthemum brand competitiveness is:brand display power>brand product power>brand emotional power>brand support power>brand market power.The grade of brand display power is good and the grade of other indexes is general.(3)The brand market power score of macheng chrysanthemum brand competitiveness is the lowest in the first-level index,indicating that we should focus on developing brand market power in the later stage,especially in brand publicity,brand channels and brand price.Based on the above analysis results,find out the problems of macheng chrysanthemum brand competitiveness,combined with the experience of other chrysanthemum brand competitiveness development enlightenment,put forward the following suggestions:in the brand market power,to enrich the way of publicity,broaden sales channels,build price protection mechanism;In terms of brand support,agricultural science and technology should be strengthened,the level of industrial management should be improved,and the main role of government should be strengthened.In terms of brand emotion,we should strengthen the brand culture construction,meet the diversified needs of consumers,and perfect the market supervision.In the brand product power,to improve the taste of products,highlight the brand characteristics,pay attention to product quality;In the brand display,we should strengthen product innovation and pay attention to brand cultivation.Through the joint efforts of the main body of macheng chrysanthemum brand construction,macheng chrysanthemum brand competitiveness to further improve.