基于模糊综合评价的沧州金丝小枣品牌竞争力评价研究

Fuzzy Comprehensive Evaluation of Brand Competitiveness of Jinsixiaozao Jujube in Cangzhou

品牌资源已经成为21世纪农产品贸易中新的竞争力。农产品品牌建设有利于解决农产品"销售难、售价低"的问题,增加整个农业行业的收入水平,有利于促进我国新农村建设的发展,这关系到我国"三农"问题能否很好地解决。该研究以沧州金丝小枣为例对我国农产品品牌建设的问题做了较系统的研究。首先对金丝小枣品牌竞争力的内涵及其特征进行了分析,并对影响金丝小枣品牌建设的因素进行具体分析与评价,在此基础上提出提升沧州金丝小枣品牌竞争力的具体对策与建议。

Brand has become a new type of competitiveness of agricultural trade in the 21st century.The construction of agricultural brand can help to settle the problem of hard selling and low selling price of agricultural products.To increase the whole income level of the agricultural industry can promote building up a new socialist countryside in China,which has a big impact on handling the issues concerning agriculture,countryside and farmers.Jinsixiaozao jujube in Cangzhou was taken for instance to make more systematic study about the issue of brand building of agricultural products.The connotation and characteristics of brand competitiveness of Jinsixiaozao jujube was analyzed,on the basis of it,the factors affecting brand building of Jinsixiaozao jujube was analyzed in details and evaluated,and specific countermeasures and suggestions of promoting the brand competitiveness of Jinsixiaozao jujube in Cangzhou was put forward.