Research on the Improvement of Brand Competitiveness of Geographical Indication "Ningyang Jujube" Based on the Consumer Per-spective
The brand of"Ningyang Jujube"officially started in 1986.Now,the jujube industry has entered an important stage of high-quality development,but the brand construction and competitiveness are obviously insufficient.Based on the perspective of consumers and the charac-teristics of"Ningyang Jujube"itself,design an evaluation index system and survey questionnaire.Based on consumer evaluation scores,use entropy method and fuzzy comprehensive evaluation method to systematically evaluate the brand competitiveness of"Ningyang Jujube".The re-sults showed that the comprehensive score of"Ningyang Jujube"brand competitiveness was 86.90 points,corresponding to a good evaluation level.Although the evaluation level meets the good standard,it can be concluded through comprehensive evaluation that the outdated brand marketing strategy,low level of brand informatization,and insufficient attractive product packaging seriously restrict the improvement of the competitiveness of the"Ningyang Jujube"brand.
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