Research On The Enhancement Of Regional Brand Value Of Liquor Industry

Brand economy has become one of the important measurement standards of regional economy and market economy.Brand construction promotes China’s economy from traditional economy to value economy.Regional brand is not only the embodiment and symbol of regional economic competitiveness,but also promotes the development of regional economy.In order to promote the development of regional economy,government departments mainly create corresponding industrial parks,take advantage of the industrial foundation and external favorable conditions of the region,and combine a series of policies to support the creation of distinctive industrial brands belonging to the region.Compared with the study of brand,less scholars study of regional brand,the brand value of liquor industry area in a blank stage,but the current liquor industry has entered the era of brand competition,producing the competition increasingly clear,experts also said that development of liquor-making industry in China shows the four trends: high-end,the increase of concentration of branding,and to concentrate in advantageous region.Brand value enhancement for the study of liquor industry area,in this paper,on the basis of literature research and case studies,summarizes the influencing factors of regional brand building and value,on this basis,establish liquor industry factors affecting regional brand value evaluation system,using the method of Delphi optimize the evaluation system,the system includes the regional factor,brand,industry factors and support factors four systems,a total of 33 corresponding to the four evaluation indexes system;Then analytic hierarchy process is used to determine the weight ratio of each factor in the evaluation system.Finally,the paper takes yibin liquor industry as the research object and USES fuzzy comprehensive evaluation to evaluate the development status of regional brands in yibin liquor industry.The evaluation result shows that the yibin liquor industry regional brand promotion in the medium level of development,there is a big improvement in space,combined with its score,yibin liquor in brand communication,brand use certification,brand crisis,as well as guild organization construction,are at a low level development,and industry association also did not give the region enterprises to provide more support services,and then according to the low score given the corresponding policy recommendations.