The Research On Brand Competitiveness Of Hunan Nanshan Animal Husbandry Co.,Ltd. Dairy Products

Since the reform and opening-up,Chinese economy has a continuous development,and people's living quality also improves gradually.Moreover,consumers have higher demands on food,from singular physiological needs to realization of self-value,and brand construction becomes an important factor for success of food enterprises.Taking Hunan Nanshan Animal Husbandry Co.LTD as the research object,it provided indexes and suggestions to brand competitiveness,and the results are as follows:1.Analyzed indexes mentioned to have an influence on brand competitiveness in the dairy industry in the literatures by use of Delphi method,scored the questionnaire,had a correlation analysis and factor analysis on questionnaire results and screened out evaluation indexes of brand competitiveness of dairy products.At last,determined that evaluation indexes of brand competitiveness of dairy products included quantity of production lines,production scale,advanced degree of machinery equipment,product quality safety,positivity of enterprises to assume social responsibility,number of marketing personnel,advertisement fees,enterprise management and consultation fees,cost rate of human capital development,proportion of senior executives,market value,ability to dispose risks,patent number,technological innovative ability,educational level of staff,investment in staff training,information and technological level of staff,overall labor productivity,brand awareness,brand loyalty and brand association.2.Had variance analysis on screened indexes by use of SPSS19 mathematical statistics method to obtain the 6 main components,including basic ability,market ability,organizing ability,technological development ability,staff ability,and brand attitude of consumers,and determine the competitiveness system of the dairy industry.Then,used principal component analysis to calculate weight market ability of each main component 0 26461,the basic ability 0.11288,the organizing ability 0.08183,the staff ability 0.06993,the brand attitude of consumers 0.05737 and the technological analysis ability 0.03971.3.By taking Hunan Nanshan Animal Husbandry Co.LTD as the research object,analyzed relevant data of the enterprise through principal component analysis.Then,based on weights of various principal components obtained in the first several chapters,obtained scores of brand competitiveness of Hunan Nanshan Animal Husbandry Co.LTD as the research object:number of marketing personnel 2308.248784,advertisement fees 1190.017378,enterprise brand positioning 1445.619445,enterprise production-sales ratio 3652.943877,enterprise differences 1864.715384,market segmentation ability 2660.40832,number of enterprise production lines-4132.666411,total output value-2589.868083,production scale-4113.992322,advanced degree if machinery equipment-3137.392791,product quality safety-5037.524393,activity to assume social responsibility-4212.323515,enterprise management and consultation fees-168.0725614,cost rate of human capital development 749.1 133682,proportion of senior executives 1178.046027,market value-304.9826962,ability of the enterprise to dispose risks-1782.596731,educational degree of staff 234.8468849,information and technological level of staff,overall labor productivity 943.7703717,investment of staff training 601.171199,brand loyalty-1881.598056,brand awareness-196.0036893,brand association 225.0686345,patent number 1 183.343713,technological innovative ability-398.6992638.4.According to scores of brand competitiveness of Hunan Nanshan Animal Husbandry Co.LTD,put forward suggestions in the aspect of brand competitiveness of dairy enterprises.Enhance construction of milk source bases;further improve supervisory mechanism;strengthen management of human resources;improve brand competitiveness in the aspect of talent;and intensify quality management and enhance quality awareness of staff as well.It is the primary responsibility of social responsibility of enterprises to maintain consumer rights and interests.Thus,enhance ability of market segmentation;determine market targets and get to know that technological innovation and scientific management are impetus of development;increase publicity of brand and improve brand cognition;concern brand construction and avoid vicious competition of price,and pay attention to methods to perform economic and charity responsibility.