基于熵值法下的宁夏乳制品加工业品牌竞争力评价研究

Research on brand competitiveness evaluation of dairy processing industry in Ningxia Autonomous Region based on entropy method

宁夏回族自治区（简称宁夏）乳制品加工业大概起步于20世纪80年代,经历了稳步发展、快速增长、行业转型升级三个重要阶段,品牌竞争力成为整个乳制品加工业竞争的主要方向之一。为提升宁夏乳制品品牌竞争力,笔者从品牌基础能力、品牌管理能力、品牌创新能力三方面建立了综合评价指标体系,通过熵值法对宁夏乳制品加工业品牌竞争力进行实证分析。结果表明：品牌创新能力成为制约宁夏乳制品企业提升品牌竞争力的主要瓶颈。笔者结合现实情况提出相应建议。

Dairy processing industry in Ningxia Autonomous Region（ short form, Ningxia）probably started in the 1980s, and went through 3 im- portant stages including steady development, rapid growth and industry transformation ＆ upgrading; brand competitiveness becomes one of the main directions of the whole dairy industry competition. Comprehensive index evaluation system was established in this article from three aspects containing brand basis ability, brand management ability and brand innovation ability;and empirical analysis on brand competitiveness of dairy processing industry in Ningxia was carried out by entropy method. The results suggested that brand innovation ability became the main bottleneck to restrict the promotion of brand competitiveness of dairy processing industry in Ningxia, and the corresponding suggestion was presented com- bined with current situation.