The Research On Evaluation Of JD Company's Organic Food Brand Competitiveness And Brand Competitiveness

In recent years,people began to pay more and more concerned about food safety,health,environmental protection and other factors,organic food in this demand came into being,more and more people of all ages.In s u c h a f u l l of o ppor tun ities and ch all en ges of the environ me nt,ho w to st art the ir own organic food brand,has become a lot of food industry enterprises need to crack the problem.In this paper,through the evaluation of the competitiveness of JD's organic food brand and the improvement of research,we aim to find out the problems in the construction of organic food brand,explore its deep-seated reasons,and find the brand competitiveness of JD's organic food brand Enhance the strategy,fundamentally improve the JD brand management issues.First of all,based on the theory of enterprise management,this paper introduces the meaning of organic food and the main differences between organic food and other food,expounds the related concepts and sources of brand competitiveness,introduces the connotation of organic food brand competitiveness,The company's profile and JD company organic food brand development process and business status.Secondly,this paper analyzes the influencing factors and evaluation methods of brand competitiveness.Based on the theory of brand competitiveness evaluation index and the situation of JD company,the evaluation index system of JD's organic food brand competitiveness is constructed,and the company's organic food brand Competitive evaluation model.Thirdly,according to the index system and evaluation model,the two indicators are brought into the fuzzy evaluation model.The competitiveness of the organic food brand of JD is evaluated and analyzed on the basis of management,market and market ability.,Derived from the JD company organic food brand competitiveness of the general conclusion.Control the actual operation of the company JD,from the basis of management,market analysis of the brand competitiveness of the general reasons.Finally,according to the empirical evaluation results,combined with the green food industry development characteristics and brand competitiveness theory,from the brand base ability,brand management ability to enhance the JD company organic food brand competitiveness specific measures.