Research On Evaluation Of Yantai Cherry Regional Brand Competitiveness

As a coastal port city,Yantai has a unique geographical advantage.Yantai Cherry,which is known as the “first branch in early spring”,has extremely high nutritional value and commodity value.However,with the spread of cherry planting areas throughout the country and continuous improvement of cultivation techniques,foreign cherry landed in the early spring market,making the Yantai cherry market vulnerable.In order to maintain its market position and enhance its brand value,this paper takes the Yantai cherry regional brand competitiveness as the research object,adopts a combination of quantitative analysis and qualitative analysis,firstly analyzes the status quo and existing problems of Yantai Cherry regional brand construction,and points out the impacts.The four elements of its brand building: cherry industry,regional,brand and support elements,and then using the analytic hierarchy process to build a model analysis of Yantai Cherry regional brand competitiveness evaluation index system,the results show that brand elements are the key,followed by It is the industrial strength,again the regional situation,and then the support.Finally,it provides corresponding countermeasures and suggestions for Yantai Cherry regional brand construction from two levels of government and enterprises,pointing out that the government should increase support,establish e-commerce platform,popularize cherry cultivation technology,issue relevant legal documents,and upgrade infrastructure construction;Enterprises should scale production,improve product quality,select good breeds,do post-harvest storage,develop the tourism industry,and adhere to the bottom line of agricultural integrity.