Research On Improving The Brand Competitiveness Of Livestock Products In Inner Mongolia

Inner Mongolia has vast grasslands,abundant species and high-quality animal products,and is building an important production and processing base of agricultural and animal products in China.Inner Mongolia has cultivated famous domestic and foreign animal product brands such as Mengniu and Yili.Improving brand competitiveness is an important way to promote high-quality development of animal husbandry in Inner Mongolia.Under the background of constructing the new development pattern,it is of great practical significance to study the brand competitiveness of animal products in Inner Mongolia to improve the economic and social benefits of the whole industry chain of animal husbandry,promote the revitalization of rural industries and achieve common prosperity.Animal products are typical "post-inspection products".Brands that can provide consumers with information about product quality,origin,breed of animal and enterprise culture become important references for purchasing decisions.Animal product brand is becoming the important sign of regional competitiveness.This paper,guided by Marxist competition theory,draws lessons from comparative advantage theory and competitive advantage theory,on the basis of field investigation and literature research,uses entropy method and fuzzy comprehensive evaluation method to conduct qualitative and quantitative research on Inner Mongolia animal product brand competitiveness and its influencing factors.Firstly,the status quo of animal product brand construction in Inner Mongolia was sorted out,the objective environment of animal product brand in Inner Mongolia was analyzed,and the development process,construction and participation subjects and construction mode of animal product brand in Inner Mongolia were deeply analyzed.Secondly,combined with the existing theoretical research results and the actual industrial development,the evaluation index is designed,and the entropy method and fuzzy comprehensive evaluation method are used to systematically analyze the brand competitiveness of Inner Mongolia animal products and its influencing factors.Finally,from the aspects of enhancing technological innovation to ensure product quality,optimizing brand communication channels,strengthening brand management of animal products and so on,the countermeasures and suggestions are put forward to promote the brand competitiveness of Inner Mongolia livestock products,hoping to be helpful to the introduction of high-quality green livestock products into thousands of households in Inner Mongolia.