The Research On Enhancing The Competitiveness Of Dingxi Potato’s Brands Based On The Double Helix Structure

Dingxi as one of the three main growing areas of potato in china, it has beendeveloped as the pillar industries. After experienced self sufficiency, scale expansion,nurturing and increasing stages, currently, it’s walking the road of regionaldistribution, standardized planting and brand marketing, forward the directiontowards "Chinese potato". Over the past decade, the brand awareness of industryassociations, enterprises, individual and so on are significantly strengthened, drawsupport of regional brand as the brand of “Potato Township in china” and “potatoseed Township in china” to strengthen brand building, it registered trademark ofpotato brand, actively apply for quality certification of pollution free products, greenfood, and the National Geographical Indications, continuously improve the brandcompetitiveness. So far, brand building of Dingxi potato has achieved success.However, industry has become increasingly globalized and consumer demand isincreasingly diversified, Dingxi potato will face more intense competition domestic,only continue to enhance the brand competitiveness, closely linked the brand andconsumers, will remain invincible in the fierce market competition.Identify and recognize the opportunities and challenges only is the premise ofDingxi potato’s brand development, set the brand competitiveness evaluation indexsystem, refine the various elements that affect the brand competitiveness, objectiveevaluation of the brand competitive situation, in order to develop countermeasures toincrease the brand competitiveness. This article through the above ideas, with thebrand ecology theory and AHP to qualitative analysis and quantitative evaluation ofthe brand competitiveness, analyze the status of its brand competitiveness,promoting measures of upgrade brand competitiveness. Firstly, this article builds amore specific image, reasonable brand competitiveness of the double helix structuremodel; secondly, establish brand competitiveness evaluation index system, make theevaluation and comparative analysis. Finally, advances enhance suggestions ofDingxi potato brand competitiveness from both horizontal and vertical angle.