Research On Brand Competitiveness And Evaluation Of Dairy Enterprises In Big Data Environment

With the continuous improvement of information technology infrastructure,the prosperity and development of social networks,and the further popularization of intelligent network terminals,the era of big data has come.People change the choice of goods from the traditional choice of terminal off-line to the combination of on-line and off-line.They have higher requirements for the quality of goods,the convenience of access and the service in the process of consumption.The acceptance of brand value and information is also transferred from the original enterprise one-way to the consumer through multiple channels of information comparison and finally get the brand related information.The ecological characteristics of thinking,business and value changes brought about by big data have overturned the traditional brand ecosystem.Therefore,it is crucial for enterprises to reshape their own brands and form their unique competitiveness under the background of big data.Now,ten years have passed since the development of "the melamine" incident,but the determination of the state to revitalize the dairy industry has never wavered.The support of national policies and the preference of the people for dairy products are good opportunities for the development of dairy enterprises.The development of big data has given dairy enterprises a space to take off.How dairy enterprises use and apply big data to enhance their brand competitiveness has become a hot topic of concern by dairy enterprises.Based on the background of big data,this paper analyzes the influence of big data on the brand ecological environment and brand competitiveness,and clarifies the elements of brand competitiveness of dairy enterprises under the background of big data.Design the dairy enterprise brand competitiveness evaluation index system under the background of the big data,and the weight of each level index of brand competitiveness of dairy enterprises is determined by using the analytic hierarchy process(AHP)and Delphi method.based on this,established a comprehensive model of dairy enterprises brand competitiveness evaluation.According to the empirical analysis of the brand competitiveness of the actual dairy companies,the countermeasures and suggestions for the brand competitiveness of dairy enterprises are put forward.