Research On Promoting Competitiveness Of Xinjiang Characteristic Agricultural Product Brand

In recent years, the market competitiveness is becoming more and more apparent with the continualopening of the circulation field of farm product and continual rising of marketization degree of farmproduct. What is more, as the gradual increase of income, people began to think more about FoodSecurity and Personal Health and gradually awake to purchase brand farm product. All the abovephenomenon marked the beginning of brand competitive era of farm product market in our country.Xinjiang, as a province famous for its farming production, has plentiful characteristic agricultureproducts. The promotion of brand competitiveness of Xinjiang characteristic agriculture products(XJCAP) is not only concerned with the transformation from traditional agriculture to modernagriculture, but also with the aim of going out of Xinjiang and heading for the world market, and evenwith the development of living standard of relevant participants and the entire economy of Xinjiang.Autonomous regional government attached great importance to the brand role on Xinjiang agriculturaldevelopment, readjustment of the Agricultural Structure, promoting the competitiveness of characteristicagriculture products and the income of farmers, and also issued many policies about cultivating strongbrand. Even though the brand of Xinjiang farm products received great supports from Autonomousregional government, there are still some shortcomings in the aspect of brand competitiveness. Therefore,the question that how to promote the brand competitiveness of XJCAP researched in this thesis is ofimportant Theoretical Significance and Practical Value.The researches on the brand competitiveness of XJCAP carried out by domestic and foreignscholars are mainly expatiated from the aspects of Management and Marketing, but only few researcheswere made by using the combination of Management, Marketing and Economics, etc. The researchabout the brand competitiveness of f XJCAP is still in the preliminary stage, whose systematicness isquite poor. Therefore, under the guidance of the elementary theory of the Product Differences Theoryand Band Equity Theory, this thesis mainly embarks from the angle of Management, Marketing andEconomics to research the situation and environment of brand building of XJCAP in depth; thenprovides an appropriate evaluation index system for promoting the brand competitiveness of XJCAP anduse analytic hierarchy process (AHP) and Fuzzy Evaluation Method to calculate and analysis thecompetitiveness of XJCAP and find the current problems of which from government, society, enterpriseand farmer; finally, present several countermeasures for promoting the competitiveness of XJCAP.Four conclusions are concluded by researching the competitiveness of XJCAP, details are asfollows:Firstly, the analysis method called PEST expatiates the Macro-environment’s influence on thebrand building of XJCAP from the following four aspects of Politic Environment, EconomicEnvironment, Society Environment and Technique Environment, the results shows thatMacro-environment plays an very important role in promoting the competitiveness of XJCAP.Secondly, As can been seen from the description about the situation of brand building, main player and mode of brand building, the attention rate of Xinjiang farm products brand is becoming more andmore higher; the amount of Famous Brand in2012is eight times than the amount in2002, the totalamount is on the rise.Thirdly, it can be concluded that the competitiveness of XJCAP is between medium and high byprocessing the questionnaire data with AHP and Fuzzy Evaluation Method, and the four index ofcompetitiveness from high to low is Brand Product, Brand Transmissibility and Brand Market Power.The most significant influence on promoting the competitiveness of XJCAP is product quality, and therecommendation level and the product influence have the lowest impact on brand competitiveness.Fourthly, it is perceptible that many internal problems, such as the supports of government,effective utilization of social public services, coordinates and arranges of enterprise management and thepromote of farmer themselves, etc., are important elements in promoting the competitiveness of XJCAP,based on the analysis about the influence factors that affect the promotion of competitiveness of XJCAPfrom the angle of government, society, enterprise and farmer.