A Study On Evaluation Of Brand Competitiveness Of Mangshan National Forest Park Based On The Consumer Perception

In the forest park trourism, as the number of competitor increases, the consumer’s demands for brands rises, forest park brand competition becomes a focus. As the essential strength of enterprise competition, brand competitiveness is the unique ability that makes an enterprise different from and ahead of its competitors. No matter from what perspective the analysis of sources of brand competitiveness is conducted, the key point lies on the consumer’s recognition and support of the brand, which is also the essence of source analysis of brand competitiveness. Other analysis from any other perspective only explains, to a certain extent, the reason why consumers support it. The brand’s merits the cusumers perceived from different aspects can objectively and accurately reflect the brand’s current and future trends. The evaluation of the brand competitiveness based on consumers, from the consumer’s perception can better capture the essence of brand competitiveness. The adjustment or change of the brand strategies based on the result of such evaluation is of important significance for the brand’s long-term development.Mangshan National Forest Park has aquired certain reputation after years of development. However, problems like low market share, less brand competitiveness still exist. This article is trying to frame a evaluation system from consumer’s perception, and then evaluate the brand competitiveness of Mangshan Natoinal Forest Park, thereby come up with a brand promotion strategy for it. The article is divided into six parts: The first part is the introduction of the article’s research background, purpose, significance, method and procedure, and the review of the current research status of brand competitiveness at home. The second part is the overview of the related basic thoery the article will deal with thereafter. The third part is the formation of the brand competitiveness evaluation system which lists three evaluating aspects: perception of brand value, perception of brand strength and perception of brand equity, and the introduction of some analyzing methods and procedures. The forth part determines the weight of each index through AHP and then, evaluates the brand competitiveness of Mangshan National Forest Park by Fuzzy Comprehensive Evaluation(FCE), thus points out its problems of low consumer perceived functional value, poor trourist attraction quality and service, relatively weak brand strength, low market share especially brand marketing ability, inadequate brand recognition, low brand reputation, bad brand loyalty and so on. The fifth part puts forward brand promotion strategies for the Mangshan National Forest Park in response to the above mentioned problems. In the end, the author summarized the limitations of this article and pointed out the future research direction of its kind. This study can expect to provide theoretical guidance for the brand development of National Forest Parks.