| In recent years,Chinese agricultural products circulation policy has been liberalized,the market competition is more and more intense,coupled with the improvement of consumer living standards,green agricultural products,brand agriculture is also increasingly concerned about the green agricultural products have a broad stage,which marks now has entered The green agricultural products brand competition era.Heilongjiang Province,as one of the largest provinces for the production and processing of green agricultural products,its unique natural ecological resources advantages for the green agricultural brand to obtain a competitive advantage to provide a basis for the establishment of the brand through the agglomeration of the green agricultural brand overall competitive advantage,the entire green industry strength Steadily enhance the green agricultural products to enhance the competitiveness of the brand,and finally the quality of the regulatory system for the upgrading of brand competitiveness escort.Heilongjiang Province made these progress is no doubt,but there are still some problems can not be ignored restricting the competitiveness of its brand to enhance.From the perspective of green agricultural production and processing enterprises,the overall strength of most green agricultural products production and processing enterprises is relatively weak,due to the weak scientific and technological innovation led to the production and processing of green agricultural products to improve the overall quality of green agricultural products in the sales process,The marketing idea does not attach importance to the choice and use of marketing strategy is often not appropriate;from the government’s guidance and policy development point of view,the lack of brand green agricultural products protection system,policy implementation is not open and transparent lead to adverse selection,Trade barriers are serious.The existence of these problems seriously restricts the development and upgrading of the competitiveness of green agricultural products in Heilongjiang Province.If we can find a good solution for these problems,the promotion of the competitiveness of green agricultural products will play a role in promoting the whole green Industry value-added industries will play a leading role.In this paper,the AHP and fuzzy comprehensive evaluation method are used to construct the evaluation system from the four levels of brand base core competence,brand market operation ability,brand resource ability and brand support force respectively.According to the factors,the results show that the competitiveness of green agricultural products in Heilongjiang Province belongs to the "general" level,which further validates the status quo and existing problems of the brand competitiveness of green agricultural products in Heilongjiang Province.According to the analysis of the status quo and the results of the evaluation,from the greenagricultural production and processing enterprises and the government at two levels put forward some countermeasures and suggestions.The formulation of these countermeasures can play a role in improving the influencing factors of the index weight.From the perspective of green agricultural production and processing enterprises,in the process of green agricultural production and processing and brand management should pay attention to scientific and technological innovation,the use of innovative means to improve the comprehensive quality of green agricultural products and brand management level,sales of green agricultural products,innovative marketing The way to broaden the sales channels,through the growth of the number of sales to enhance its brand’s competitive advantage;from the government guidance and policy development point of view,by guiding the green agricultural production enterprises to establish a brand awareness,improve the green agricultural brand management and integration of optimized funds The use of the direction of the entire green agricultural products to enhance the brand competitive advantage. |
