Research On Brand Construction Of Chinese Antarctic Krill Enterprises—Based On AHP-FCE

At a time when the limit of the world's fishable resources is becoming tighter and the marine biodiversity is declining sharply.Antarctic krill,a fishery resource,has attracted the attention of fishing countries because of its rich biological resources and high development and utilization value.Antarctic Krill fishery in China has been developed for 11 years since the commercial expedition and catching in 2009.However,Antarctic Krill industry still faces some practical development problems in China such as small market and low product awareness.Under the background of building a maritime power in the new era and strongly advocating national brand building,Chinese Antarctic krill enterprises are facing an unprecedented period of innovative development,strategic opportunity and value reconstruction.Therefore,it is of important economic and strategic significance to establish the evaluation index system of Antarctic krill product brand and study how to build a "famous,excellent,special,and exquisite" product brand for Antarctic krill enterprises.However,the academic research on how to effectively promote the Chinese enterprises Antarctic Krill brand construction has not been carried out.In view of this,this paper studies the construction and application of the comprehensive evaluation index system of Chinese enterprises Antarctic rill brand in order to create a set of scientific and standardized comprehensive evaluation index system of Chinese Antarctic Krill brand construction,providing strong support for the long march of brand building of promoting Chinese enterprises Antarctic Krill in a new era.Research framework:the article consists of six chapters.(1)Chapter one is the introduction.This chapter mainly introduces the background and significance of the topic,reviews the literature research of brand building at home and abroad and introduces the research methods and innovation points of the article.(2)The second chapter is the basic theory and method.In this chapter,the related concepts of brand and aquatic product brand and the theory of brand building are combed,and the selection basis of AHP—FCE method,as well as the files and datum sources of the article are expounded.(3)The third chapter is the analysis of the current situation of Antarctic Krill brand construction.This chapter analyzes and summarizes the experience of overseas excellent Antarctic Krill brand construction and the existing problems of China Antarctic Krill brand construction.(4)The fourth chapter is the construction of the comprehensive evaluation index system of China Antarctic Krill brand construction.Combined with research information,brand building theory and expert advice,the AHP method is used to build a comprehensive evaluation index system of Chinese Antarctic Krill brand.(5)The fifth chapter is the empirical application of fuzzy comprehensive evaluation of China Antarctic Krill brand.Liaoyu Antarctic Krill Technology Development Co.,Ltd.(referred to as Liaoyu Technology),as the leading enterprise of China Antarctic krill,is selected to carry on empirical application of fuzzy comprehensive evaluation of China Antarctic Krill brand with FCE method.(6)The sixth chapter is the countermeasures and suggestions for Antarctic Krill brand construction in China.According to the index system and the evaluation results of Liaoyu Technology,combining with the problems in the Antarctic Krill brand construction in China,putting forward the corresponding suggestions and countermeasures from the level of government,enterprises and scientific research institutes.The results are shown as below:(1)Select out five criteria indicators:market competitiveness,customer attraction,brand management,quality control and social performance,and 18 corresponding index indicators,which form the comprehensive evaluation index system of China Antarctic krill brand construction.(2)Through weight calculation,the importance degree of effect of criteria indicators on China Antarctic krill brand construction is:market competitiveness is the most,down to customer attraction,brand management,quality control and social performance.(3)Combining with the empirical application result of evaluation index system and the problems in China Antarctic krill brand construction,put forward countermeasures that are in line with the state condition for Antarctic krill brand construction.