Research On Brand Competitiveness Evaluation In Agricultural Products Auction Market

Effect of brand in agricultural auction market is becoming more and more remarkable as domestic agricultural auction is becoming more and more popular. A growing number of action participants realized that they have to strengthen brand building, create and reliance high-quality brand. However, neither theoretical study nor practical experience toward problems about brand building in agricultural auction market is sufficient. This paper starts from the perspective of brand competitiveness and conducted a series of studies, which focus on brand competitiveness evaluation in agricultural auction market.During conducting brand competitiveness evaluation in agricultural auction market, we find that indexes in evaluation system are related with each other complexly. As a result, the evaluation system always shows Grey Characteristics. Common method is not effective in solving this problem, but Grey Correlation Analysis meets the demand of dealing with Grey Characteristics. Grey Correlation Analysis provide a method to analysis Grey System in which information is incomplete, and achieve objective result.Firstly, this paper briefly review related studies. Furthermore, history, status and characters of brand in agricultural auction market is introduced to facilitate the evaluation system build. In this paper,15 indexes were chosen as the evaluation indexes, then solve the problem that the relation between indexes is complex with Grey Correlation Analysis. Result in we got an objective evaluation model.Finally, an empirical research based on KIFA is presented in this paper. Through collect related data of 3 brands, we got the evaluation result with evaluation model. The result illustrate that the evaluation model based on Grey Correlation Analysis is reasonable and feasible.