Research On The Brand Competitiveness Of Geographical Indications Of Xuefeng Tangerine

With the improvement of modern technology,under the rapid development of economy,people’s living standards have been improved,which also promotes the continuous innovation of consumption structure.In the process of agricultural development,enterprises gradually develop to the direction of industrialization,in order to promote the upgrading of the brand of agricultural products,we must meet the ever-changing needs of consumers,so as to enhance the market competitiveness.In various national agricultural policies,it has been repeatedly mentioned that geographical indications of agricultural products should be vigorously developed and brand of agricultural products should be vigorously developed.At the same time,Hunan Province is also actively promoting the development of GMPS for agricultural products,and on this basis,a number of agricultural products with independent intellectual property rights have been cultivated and obtained GMP certification and protection."Xuefeng Tangerine" as a geographical indication agricultural products,has been approved by the Ministry of Agriculture and Rural Affairs,and obtained the certification of geographical indications of agricultural products,in the policy fund support,industrial development system,the establishment of science and technology support system,and so on,have received certain effects,but in the development process of the brand,there are still many problems in management.For example,the lack of detailed brand division,the lack of diversified publicity measures,the product research and development is not in place,and so on,which limits the geographical indication brand competitiveness of "Xuefeng Tangerine" and its industrial development.In order to promote the better development of "Xuefeng Tangerine" in the market,and occupy a place in the market,we must consider from many aspects:one is to meet the needs of consumers,two is the policy goal,three is its own development status.In order to achieve this goal,we can give full play to the geographical advantages of "Xuefeng Tangerine".On the basis of considering the current situation of Chinese citrus geographical indication brand,this paper analyzes "Xuefeng Tangerine",and constructs the three-level evaluation index system of "Xuefeng Tangerine" geographical indication brand competitiveness from the perspective of consumers according to the study of relevant literature,referring to the research results of relevant scholars.In the end,in order to study whether the geographical indication of "Xuefeng Tangerine" has brand competitiveness,the entropy method and fuzzy comprehensive evaluation method are used for comprehensive evaluation,and the evaluation results are analyzed.Through the empirical test,it is concluded that the factors affecting the competitiveness level of the geographical indication brand are mainly brand resources,brand image and brand value.The evaluation results showed that the comprehensive score of the geographical indication brand competitiveness of "Xuefeng Tangerine" was 85.9017,which was a good evaluation grade.Through the empirical test,it is concluded that there are four main factors affecting the brand competitiveness of "Xuefeng Tangerine Brand",which are brand awareness,brand reputation,brand loyalty and brand image.For the first-level indicators,the indexes are evaluated in the following order:brand market power,brand product power,brand cultural power.The score of all indicators is between 85 and 100,which is very good,while the score of brand cultural strength is relatively low.It shows that the brand needs to further improve the marketing system,improve product quality,increase publicity and other measures to enhance its competitiveness.In the secondary index,the score of brand loyalty is the lowest,below 85 of the overall score.Among the three indexes,consumer perceived value and consumer loyalty score the highest.In terms of explanatory index,the overall score is below 85,and the evaluation grade is better:purchase service,product packaging,product popularity,product reputation,price loyalty,in particular,price loyalty score is the lowest.Based on the comprehensive index scores of different levels,aiming at the competitive advantages of the geographical indication brand of "Xuefeng Tangerine" in the market,its development can be promoted through the following aspects:one is to promote the brand to form product force,the second is to make the product occupy a place in the market,the third is to make the brand have a high cultural force,and the fourth is to expand the brand influence.Through these several angles,how to improve the competitiveness of geographical indication brands is discussed.