Weifang Vegetable Brand Competitive Power Study

Since 2l century, vegetable industrialization management has become a trend, the role and value of the vegetable brand are also increasingly prominent. As a big vegetable city in the whole province even in the whole country, Weifang has abundant vegetable kind and large yield. But for a long time, due to the lack of awareness of brand management, at one time, Weifang vegetable lies in a embarrassment circumstances follow quantity without quality, and brand name without famous brand. In recent years, the Weifang government pays high attention to the building of vegetable brand. The vegetable brand building of Weifang has achieved some success. However, it still has some difference of excellent vegetable at home and abroad. To make Weifang invincible vegetable products can compete in the market, it has great theoretical and practical significance to analysis deeply of the question of Weifang vegetable brand competitiveness and build vegetable brand competitiveness evaluation index system fit for Weifang.The study combing theoretical framework and evaluation method on the basis of a literature review on; analyzing the situation of Weifang vegetable brand competitiveness wielding the department data, interviews, literature analysis; building vegetable brand competitiveness evaluation index system of Weifang wielding field surveys, questionnaires, Interview data and statistics data; selected two companies into the evaluation index system, analysis advantages and disadvantages of their vegetable brand; on the basis of the above proposing suggestions to enhance the vegetable brand competitiveness. The main objective of the study is to establish the evaluation mechanism of Weifang vegetable brand competitiveness, providing reference to improving vegetable brand competitiveness for Weifang even the province and the country.Through systematic research and in-depth analysis, we draw the following conclusions:First, through in-depth analysis of situation of Weifang vegetable brand competitiveness and the rules and policies to support the brand of Weifang government, found Weifang vegetable has less known brands, brand miscellaneous, small-scale, brand awareness, brand support and protection inadequate and other issues.The second is to evaluate vegetable brand competitiveness innovatively from internal factors and external factors two levels and selected 16 indicators. And do case Studies of two companies in Weifang drawn their own vegetables brand competitiveness score, visually see the gap that exists between the two companies and their respective strengths and weaknesses through the evaluation results. Then provide a reference for future vegetable brand competitiveness evaluation.Third, based on the aforementioned research, propose corresponding policy recommendations for government and companies, such as the government should strengthen the organization and leadership, improve the investment mechanism, accelerate the quality assurance system, enhance service awareness, improve support efforts in all areas, establish a mechanism for brand protection, step up propaganda efforts, etc.; companies should improve production infrastructure, strengthen personnel training of brand management, strengthen technological innovation, do a clear product positioning, expand consumer markets and so on.