延边大米品牌竞争力分析

Research on brand competitiveness of Yanbian rice

以大米企业及其品牌为研究对象,从企业基础能力角度、环境因素、市场竞争能力因素、品牌经营能力等几个角度构建大米品牌竞争力评价指标体系,通过实地调研取得一手数据,采用层次分析法找出13个影响因素量化指标,并按影响程度大小排序,然后根据模糊综合评价法测算延边大米竞争力的实际水平,经过分析最终得出延边大米品牌竞争力处于"一般"水平。最后从政府、大米企业、大米行业协会3方面提出了针对延边大米品牌竞争力提升的对策建议,以期对延边大米品牌竞争力的提升起到一定的促进作用。

Take rice enterprises and brands as the research object,construct the evaluation index system of rice brand competitiveness from several angles,enterprise basic ability of environmental factors,market competition ability factor,brand management ability angle,obtain first hand data through field research,using AHP method to identify13factors influence quantitative indicators,and sort according to the the influence degree,and then measure the competitiveness of Yanbian rice according to the actual level of fuzzy comprehensive evaluation method,after analyaing we get the result that Yanbian rice brand competitiveness in the general level.Finally,the government,enterprises and Industry Association of the rice bring up some suggestions to improve the Yanbian rice brand competitiveness,in order to expoct the role of Yanbian rice brand competitiveness play.