兰州市高原夏菜区域品牌生态系统建设研究

Research on the Construction of Regional Brand Ecosystem of Highland Summer Vegetables in Lanzhou City

随着我国经济进入高质量发展时期,人们的消费需求逐渐呈现出多元化与个性化特征,农产品品牌化建设已成必然选择。本文结合兰州市高原夏菜区域品牌建设的实际,运用AHP层次分析法和模糊综合评价对兰州市高原夏菜区域品牌的生态环境进行评测,从4个品牌子系统分析区域品牌的建设情况,并提出相应对策建议。结果表明,兰州高原夏菜区域品牌生态系统发展水平得分为75.601分,一级指标得分排序为品牌生产子系统(77.683分)>品牌环境子系统(76.588分)>品牌支撑子系统(74.697分)>品牌销售子系统(72.020分),各一级指标得分均为一般等级。

As China's economy enters a period of high-quality development,people's consumption demand gradually presents the characteristics of diversification and individualization,and brand building of agricultural products has become an inevitable choice.In this paper,based on the practice of regional brand building in Natsuna,Lanzhou Plateau,the ecological environment of regional brand in Natsuna,Lanzhou Plateau is evaluated by AHP and fuzzy comprehensive evaluation,and the situation of regional brand building is analyzed from four brand subsystems,and corresponding countermeasures and suggestions are put forward.The results show that the score of the regional brand ecosystem development level in Natsuna of Lanzhou Plateau is 75.601,and the ranking of the first-level indicators is as follows:brand production subsystem(77.683)>brand environment subsystem(76.588)>brand support subsystem(74.697)>brand sales subsystem(72.020),and the scores of all the first-level indicators are general.