Research On Regional Brand Competitiveness Of Turpan GrapeResearch On Regional Brand Competitiveness Of Turpan Grape

The development and transformation of China's agricultural supply-side structure is mainly carried out by strengthening the development of agricultural product word-of-mouth.To determine whether agricultural products are reliable,we must first understand their brand.Therefore,brand word-of-mouth is equivalent to its "pass".Quality,high-efficiency development,promoting the process of establishing agricultural product brands,and enhancing the competitiveness of agricultural products in many products are urgent.Turpan's climate is hot and dry,the temperature difference between day and night is very large,and the sunshine time is sufficient.Therefore,the characteristics of the ambient temperature are very suitable for the cultivation and breeding of grape plants.Therefore,Turpan is the first grape growing base in China and the largest producing area.The sugar content in the fruits of Turpan grapes is as high as 22%to 24%.In 2003,Turpan grapes won the title of "National Geographical Indication Product".However,due to the lack of regional brand awareness of the government and enterprises,the grape quality management standards are not Unification and confusion in regional brand management have kept the development of Turpan grape regional brands at a lower level.Compared with the same type of products at home and abroad,Turpan grapes still have products with insufficient competitiveness and sales markets.The scope is too narrow.With the increasingly fierce competition for agricultural products,it is of great significance for agricultural producers to study and improve the competitiveness of Turpan grape regional brands.This paper uses a combination of qualitative analysis and quantitative analysis to study the regional brand of Turpan grapes,and expounds and analyzes the current market development status of Turpan grape industry and some shortcomings in the construction of regional reputation.In order to accurately and truly evaluate the regional brand competitiveness of Turpan grapes,the relevant evaluation indicators and relatively complete systems have been created mainly from the three perspectives of product cost performance,product appearance image,and product promotion strength.Through analysis of brand competitiveness Lay the foundation of relevant theories,construct a system framework for evaluating the regional competitiveness of Turpan grapes,organize information and data analysis of the collected questionnaires,and then conduct credibility and validity analysis to compete with Turpan grapes regional brand competition by entropy method Measure the weight of each evaluation index and analyze the factors affecting regional brand competitiveness,find out the key factors and important factors,and then find the main bottleneck factors affecting the development of Turpan grape regional brand,and put forward these key factors and important factors Related countermeasure suggestions.Finally,a series of methods and policies to strengthen its brand competitiveness were formulated through the integration of the conclusions drawn from the research framework structure through the product cost ratio,the product's appearance image,the product's promotion strength,and other angles.