Study On The Competitiveness Of Ping Yuan Ci Orange Brand

China is a traditional agricultural country,agriculture plays an important role in national economic development.With the rapid economic and social development,the requirements of consumers of agricultural products continue to improve,in this context,the brand of agricultural products came into being,compared to ordinary agricultural products,agricultural products brand often means good quality and excellent service,and this feature easier access to the vast number of consumers,and how to build brands,enhance the competitiveness of products has become the focus of research circles.Ping Yuan C i is a rising star navel orange industry,due to its superior product quality and unique "C i" culture,the rapid development momentum in recent years,product visibility and reputation increased year by year,a significant increase in brand value rose to become the economic Pingyuan social development of a business card.But at the same time the results achieved,its development has encountered a bottleneck,brand competitiveness can not achieve a qualitative breakthrough in the long run,is not conducive to Pingyuan economic development,and will affect the long-term stability of society.Therefore,this paper studied Pingyuan C i Orange brand competitiveness has practical and theoretical significance.In this paper,the theory of comparative advantage,Porter diamond theory,brand image theory,industrial cluster theory theory,first by PEST analysis and SWOT analysis,respectively,from the macro and micro levels of the status quo Ping Yuan C i orange brands analyzed,elucidate the primary objective environment Ping Yuan C i orange development.Second,build brand competitiveness evaluation model,through questionnaires consumers,Measurement and analysis of the relevant indicators,while the use of AHP and fuzzy evaluation found that the current level of development away from t he orange four categories of 18 small class indicators defects.Finally,Ping Yuan C i orange Brand Competitiveness recommendations.Through the Ping Yuan C i Orange brand competitiveness research the following conclusions: first,the results of PEST analysis shows that the current political,economic,social,technological four levels provide a good level to enhance PingYuan C i Orange brand competitiveness macro environment.Second,the results of SWOT analysis showed C i orange itself in excellent condition brand heritage,leading enterprises and cooperatives developed rapidly,but also facing the threat of pests and diseases,food security and price volatility brought about.Third,by C i Orange brand competitiveness evaluation model analysis,the current C i orange brand in the domestic market competitiveness in general and between high,and there is development C i Orange brand competitiveness of the various elements of the situation of polarization.Fourth,for the current development level far C i orange analysis,enhance brand competitiveness C i orange needs to be strengthened to improve product quality,strengthen market development,strengthen the characteristics of the study,and strengthen brand trademark protection and other aspects.