Research On The Brand Competitiveness Evaluation Of "Yanchi Tan Sheep" Geographical Indication

The government is paying more and more attention to the construction and development of geographical indications."Build a number of high-quality geographical indications and strengthen the management and protection of geographical indications" was put forward in the Central Document No.l of 2019."anchi Tan Sheep" successfully applied for geographical indications as one of the well-known regional brands in Ningxia.However,due to the limited land,water resources and forage materials,the production of Yanchi Tan sheep is limited.To realize the development of "Yanchitan Sheep",it is necessary to carry out brand building from various aspects,relying on brands to establish product reputation and improve its brand competitiveness.This paper analysis of the construction of "Yanchi Tan Sheep" geographical indication through interviews between the government and enterprises.At the same time,based on a large number of reading agricultural products brands,agricultural products regional brand competitiveness and other related literature,according to the characteristics of "Yanchi Tan Sheep" Starting from three aspects:brand product strength,brand market power and brand communication power,the evaluation index system of "Yanchi Tan Sheep" geographical indication brand competitiveness was constructed.Through the consumer survey,the entropy method and fuzzy comprehensive evaluation method are used to evaluate the brand competitiveness of "Yanchi Tan Sheep".The results show that the brand competitiveness score is 75.8589,which belongs to the general grade.The weight of the first-level indicators is brand market power>brand communication power>brand products.Among the secondary indicators,the brand competition,brand association,and product distribution channels have a greater impact on brand competitiveness;the first-level indicator brand market power score is 66.3445,and the second-level index brand promotion rating is 43.8105.According to the evaluation of the brand competitiveness of "Yanchi Tan Sheep",this paper proposes specific suggestions for improving the brand product strength,brand market power and brand communication power of "Yanchi Tan Sheep"geographical indications,at the same time,some suggestions were also made for the brand building body.