The Research On Brand Competitiveness Promotion Of Green Food In Heilongjiang Province

In the1990s, China has entered the era of brand competition. The competitiveness of the brand is sustainable growth of the power source for an enterprise, moreover, it is the weight of an industry to gain a competitive advantage in the market competition, it is a country’s position in international economic competition and the symbol of strength. With the improvement of people’s quality of life into the21st century, the development of green food has a broader stage, the role and value of green food brand are increasingly becoming prominent. The brand of green food is an important way to improve green food product market competitiveness, the brand of green food can enhance the competitiveness of regional economic development, can improve brand awareness and reputation, a significant role in promoting industrial upgrading and optimization.Theoretical research into the21st century, in the background of disciplines constant succession, expansion and fusion, brand competitiveness of green food caused by the extreme concern of academia, brand value of green food increasingly become prominent, as the biggest green food production province,Heilongjiang Province has made great progress in spirit of brand green food. Green food progress has been made mainly in brand integration, improvement of brand awareness and reputation, and the leading role of the brand is expanding and Production, processing, sales made substantial progress in the integration However, compared with the excellent green food brand at home and abroad, there are still significant gaps. In order to make the brand competitiveness of green food of Heilongjiang Province stand out, explore how to address these issues to improve brand competitiveness of green food. Departure from brand competitive of the green food research background and purpose of the study, the application of quantitative and qualitative combining a variety of methods, the use of the analytic hierarchy process and fuzzy comprehensive evaluation system for environmental elements of brand, basic capabilities of brand, market ability of brand and management capabilities of brand to evaluate, the brand competitiveness of green food of Heilongjiang Province in general, The main problem is reflected in the value of the brand awareness is not strong, weak technology backward way of brand marketing and brand clutter and weak competitiveness.To solve the above problem, to make the brand of green food of Heilongjiang Province stand out in the fierce competition, mainly from three aspects of corporate, government, and industry associations to enhance brand competitiveness of organic food in Heilongjiang Province, enhance the competitiveness of enterprises from the following aspects:rely on technology to increase the value of the brand, full use of network marketing to increase brand awareness, the combination of brands and regional brands, the establishment of green food flow back system to support the development, and expansion of the leading enterprises. Build an effective system of government support, the construction of brand-related legal system, establish a diversified investment system to ensure that the funding requirements; Industry associations should do the following work:green food products is vigorously recommended, strengthen the publicity of the brand, the development of industrial clusters to promote the brand integration.