Research On The Evaluation And Promotion Countermeasures Of Public Brand Competitiveness In "Mount Tai Tea" Area

In 2023,the No.1 central document of the Central Government pointed out that: "We will carry out various forms of consumer assistance,continue to promote the creation of consumer assistance demonstration cities and production area demonstration areas,and support poverty alleviation areas to build regional public brands." As a regional public brand,"Mount Tai Tea" has rapidly improved its brand competitiveness by gathering energy from stakeholders in the region,and was selected into the list of public brands in China’s agricultural regions in 2019,With an estimated value of 3.752 billion yuan,it is listed in the influence index of 76.41.However,there are also many problems in the process of development.In the process of brand building,it has exposed the phenomenon of poor awareness of cooperation among various subjects,too many and too complex brands,and the homogenization of brand structure,which seriously hinders the further development of the brand.This paper takes the regional public brand of "Mount Tai Tea" as the research object,and through field research,interviews,and access to relevant documents,analyzes the achievements of "Mount Tai Tea" in brand construction,tea production,brand marketing and other aspects from a qualitative perspective.Secondly,through reading relevant literature and theoretical research,based on the collective reputation theory and customer perception theory,the evaluation index system for the competitiveness of public brands in the "Mount Tai Tea" region is constructed,which is composed of brand product strength,brand market strength and brand emotional strength.Relevant data is obtained by issuing questionnaires to consumers,and the weight of each index is determined by entropy method,The competitiveness of “ Mount Tai tea ” brand was comprehensively evaluated with fuzzy comprehensive evaluation method,and the scores of each index were obtained.Finally,the satisfaction and importance matrix of "Mount Tai tea" evaluation was constructed through IPA model,and the problems in the development of “Mount Tai tea” brand were pointed out.The research results show that the final evaluation score of “Mount Tai tea ”regional public brand is 84.7,and the brand competitiveness of “Mount Tai tea” is good,with the brand market power score of 87.09,followed by the brand product power of 85.44,both of which are in the "excellent" level;The lowest score is 82.42,which is in the general level.In the future development,brand market power and brand product power should be taken as the main force to drive brand emotion,and brand emotion should be focused on.Finally,combined with the score of each indicator,corresponding countermeasures and suggestions should be put forward to improve the competitiveness of public brands in “Mount Tai tea”region.