Research On Enhancing The Competitiveness Of The Geographical Indication Brand "Ningyang Jujube"

With China’s economy moving into high-quality development,consumers are demanding higher and higher quality of agricultural products,and the brand of agricultural products is an important symbol of high-quality agricultural products.2018～2022 Central Government No.1document is emphasizing the importance of the brand of agricultural products,and Shandong Province,as a major province in building the brand of geographical indication agricultural products,attaches great importance to the development of the brand of agricultural products,giving full play to the comparative advantages of the region and accelerating the development of special Shandong Province,as a major province in geographical indication agricultural product brand building,attaches great importance to the development of agricultural product brands,gives full play to its regional comparative advantages,accelerates the development of the distinctive agricultural product industry,and has successively issued the "Fourteenth FiveYear Plan"(2022)and other relevant policies for the protection and application of geographical indications,laying the foundation for the brand building and brand competitiveness of jujube agricultural products.The branding of "Ningyang Jujube" officially started in 1986,when Ge Shi Town in Ningyang County was designated as a "Jujube Production Base" by the State Ministry of Forestry."In 2022,it was selected as one of the seventh batch of well-known regional public brands of agricultural products in Shandong Province,which means that the"Ningyang Jujube" brand has a new opportunity for development.In 2022,the brand was selected as the seventh batch of famous regional public brand of agricultural products in Shandong Province,which means that the brand of "Ningyang jujube" has a new development opportunity,but "Ningyang jujube" has not done well in brand building,and there are many problems in brand competitiveness that need to be solved,such as the market scale and visibility is small.Therefore,it is imperative to improve the brand competitiveness of "Ningyang jujube".This study is based on customer perceived value theory,brand marketing theory,consumer behavior theory and competitive advantage theory,combined with field research to understand the current situation of the brand building of "Ningyang jujube",and analyse and discuss it,and build an evaluation index system with brand product power,brand market power and brand culture power as the first level indicators.The entropy method was applied to derive the weights,and the fuzzy comprehensive evaluation method was used to score the competitiveness of the "Ningyang jujube" brand.The evaluation results show that the brand competitiveness of "Ningyang jujube" scored 86.90 points,which corresponds to a good evaluation level,and there were some cases of high scores for individual indicators,thus improving the final score of "Ningyang jujube" brand competitiveness in the target tier to a certain extent.The final score for the brand competitiveness of the target tier of "Ningyang jujube" was somewhat improved.Although the evaluation level is good,it is clear from the comprehensive evaluation that the brand competitiveness of the "Ningyang jujube" brand is seriously constrained by the backward marketing strategy,the low level of brand informatization and the lack of attractive product packaging.Finally,the evaluation results are analysed and,based on the scores of each indicator,countermeasures for brand development and brand competitiveness improvement are proposed.The proposed countermeasures will increase the competitiveness of the "Ningyang Jujube" brand,thereby increasing the revenue of market participants,increasing market share,improving consumer recognition and repeat purchases,and making the "Ningyang Jujube" brand a major force in the development of the regional economy of Ningyang County.