Research On Brand Competitiveness Enhancement Of Turpan's Characteristic Fruit Industry

Xinjiang is a famous hometown of melons and fruits,with obvious regional characteristics of the forest fruit resources,with grapes,cantaloupe,pear,pomegranate and other world-renowned products.In recent years,xinjiang characteristic fruit industry has developed rapidly,and has gradually moved towards the road of marketization,standardization and institutionalization.It has become an important industry for the government to realize the transformation of resource advantages and rapid economic development.Taking turpan as an example,in recent years,turpan characteristic fruit industry,especially turpan grape,has made obvious progress in brand construction,and further improved brand awareness and reputation through publicity and promotion,which have laid a solid foundation for turpan fruit products to participate in fierce market competition.However,turpan characteristic fruit industry still faces problems such as slow pace of standardization system construction,different scale of fruit enterprises,insufficient storage and processing capacity,unbalanced brand construction and development,and weak brand competitiveness,which all affect and restrict the improvement of quality,efficiency and transformation and upgrading of the industry.In order to promote the comprehensive and balanced development of turpan characteristic fruit industry and enhance its brand competitiveness,this paper firstly analyzes the development status and existing problems of turpan characteristic fruit industry.Secondly,taking the influencing factors of turpan characteristic fruit industry's brand competitiveness as the research object,15 evaluation indexes were selected based on the method and mature model of domestic and foreign scholars' evaluation of brand competitiveness.Thirdly,a questionnaire was designed,and SPSS statistical analysis software was used to conduct principal component analysis on the collected and sorted data.Finally,five first-level evaluation indexes affecting the brand competitiveness of turpan featured fruit industry were obtained,and an index evaluation system was established.Fourth,using the analytic hierarchy process(AHP)to calculate the above set up characteristic of horticulture brand competitivenessevaluation index system of the weight of each index,it is concluded that the characteristics of turpan horticulture brand competitiveness influence degree from high to low in turn is: brand elements,brand support,branding elements,market,environmental factors.Finally,taking turpan X company as the evaluation object,select another 2 forest fruit enterprises,calculate the score of each element of the evaluation index system of 3 enterprises,and make a horizontal comparison,draw a conclusion,and according to the problems reflected in the enterprise evaluation results,put forward Suggestions and countermeasures for improving the brand competitiveness of turpan characteristic fruit industry.