对提升出口农产品品牌竞争力的思考——以莱阳茌梨为例

Brand Competitiveness Analysis of Agricultural Exports——A Case Study of Laiyang Pear

文中通过分析出口农产品品牌竞争力的内涵和影响因素,建立一套出口农产品品牌竞争力评价指标体系,运用层次分析法,以莱阳茌梨的出口为实证分析,对其出口的品牌竞争力进行评估,并在此认知基础上,为政府提出相关政策建议,提高莱阳茌梨等出口农产品的品牌竞争力。

In this paper,through the analysis of the connotation and sources of brand competitiveness of export of agricultural products,we will establish a set of index system and evaluate brand competitiveness of export of agricultural products by using the analytic hierarchy process.We will take the Laiyang Pear as an example of empirical research to evaluate the brand competitiveness of agricultural products.And on the basis of this cognition,we ll put forward relevant proposals for the government to improve brand competitiveness of export of agricultural products like Laiyang Pear etc.