大数据时代特色农产品品牌竞争力评价

Research on the Competitiveness of E-commerce Brand of Characteristic Agricultural Produces under the Background of Big Data

随着特色农产品电子商务的普及和大数据技术应用的成熟,线上品牌的重要性日益凸显,文章在分析特色农产品品牌竞争力影响因素的基础上,构建综合评价指标体系,运用层次分析法和模糊综合评价法科学评测特色农产品品牌竞争力状况,并以安徽西山焦枣"普哥"品牌为例进行评价,发现该品牌综合竞争力一般,可借助大数据技术提升品牌竞争力。

With the popularization of e-commerce of characteristic agricultural produces and the maturity of the application of big data technologies, the importance of online brands has become increasingly prominent. The article constructs the evaluation index system of e-commerce brand competitiveness of specialty agricultural produces, and uses the analytic hierarchy process and the fuzzy comprehensive evaluation method to evaluate, in order to objectively understand the status of brand competitiveness. Taking the brand ＂Puge＂ of Xishan Jiaozao in Anhui Province as an example, it is concluded that the comprehensive competitiveness of the brand is general, and corresponding promotion measures are put forward accordingly.