Study On The Evaluation And Improvement Of Public Brand Power In Tengzhou Potato Area

As the fourth largest food crop in the world,potato has become a food crop strongly supported by China due to its low planting environment requirements,high overall yield and high nutritional value.In recent years,Chinese governments at all levels have continuously increased support for potato planting and processing industries,which has led to the rapid development of potato planting area and production in China.By 2018,the planting area and production of bell potato reached4.9022 million hectares and 18.0488 million tons respectively.In the process of rapid development of potato industry in China,some areas by virtue cultivation condition of natural condition and the development become the typical regional public brand of potato industry,including su with particularly natural history conditions in shandong province,successfully forged in addition to the country’s 100 strong regional public brand of tengzhou potato,potato area tengzhou public brand construction in tengzhou potato products have a huge role in promoting,at the same time,also has exposed its in regional public problems existing in the brand construction.It is urgent to analyze the status quo of potato regional public brand in tengzhou and take effective measures to further maintain and promote the potato regional public brand in tengzhou,and promote the potato industry in tengzhou and drive the development of the whole related industry.Based on this,this paper puts forward the research topic of public brand maintenance and promotion in malingshi area of tengzhou city.Based on regional public brand as the research object,this paper specifically to tengzhou potato as a case,using literature analysis,combining qualitative and quantitative,the methods of case analysis and hierarchical analysis was carried out on the tengzhou potato regional public brand maintenance and improve research,hope that through this article research to find out the tengzhou potato regional public problems existing in the brand construction,and make evaluation on the tengzhou potato regional public brand force,then according to the problems and put forward concrete evaluation results of the regional public brand maintenance and the countermeasures of ascension ascension tengzhou potato regional public brand promotion.Through in this paper,the study found that: first,tengzhou potato regional public brand construction has many problems,they include the scattered small peasant economy restricts the development of regional public brand,the low degree of product innovation,value-added is not high,lack of regional public brand construction fund,the industrialization degree is low,leading enterprises driving force poor brand awareness and the operator needs to be further improved.Secondly,the comprehensive evaluation results of public brand strength in tengzhou potato region are above average,and the overall brand strength is above average.However,the evaluation indexes of human resources,government support,farmers’ comprehensive consciousness,quality and brand association score are lower.Finally,the maintenance and promotion of tengzhou regional public brand cannot be achieved without the joint efforts of the four main bodies of regional public brand construction.