Reserch On The Strategy Of Improving The Competitiveness Of Ningyang Jujube Regional Public Brand

The proposal of the rural revitalization strategy has made the agriculture,farmers and rural areas more and more concerned by all sectors of society.Many regions by expanding and strengthening the regional characteristic agricultural products industry,and cultivating and expanding regional public brands of agricultural products,to accelerate regional development.For a long time,Ningyang County has taken Ningyang jujube industry as a pillar industry to help Ningyang County achieve rural revitalization,and strive to build Ningyang jujube public brand.In 2022,a new slogan of "China Jujube Township,Endeavor into Ningyang" was put forward.Ningyang jujube regional public brand has also achieved certain results,in July 2022,Ningyang jujube was successfully selected as the seventh batch of well-known regional public brands of agricultural products in Shandong Province.However,Ningyang jujube regional public brand is subject to factors such as weak industrial foundation,insufficient utilization of resource advantages,poor brand management ability,and inadequate government support,it still unable to compare with the relatively mature public brands in the jujube region in the current market,so the improvement of the competitiveness of Ningyang jujube regional public brand has become a key issue that needs to be solved urgently.Based on reading a large number of literature and collecting relevant data,this paper relies on brand marketing,resource endowment,brand competitiveness and other related theories to establish a foundation for studying the strategy of improving the competitiveness of Ningyang Jujube Regional Public Brand.At the same time,combined with field research,the production of questionnaires,and consultation with professionals in various aspects of regional brand building for agricultural products,based on the current development status of Ningyang jujube industry and the construction of Ningyang Jujube Regional Public Brand,try to find jujube varietiesexisting problems of Ningyang Jujube Regional Public Brand.On this basis,obtain four first-level indicators that affect the improvement of brand competitiveness: industrial factors,regional factors,brand factors and supporting elements.And then,evaluate and research using the analytic hierarchy method and fuzzy comprehensive evaluation method,and the factors restricting the improvement and development of brand competitiveness in Ningyang jujube were identified,analyse the importance of each element.At last,put forward suggestions on expanding and strengthening Ningyang jujube industry,giving full play to resource advantages,doing well in brand management and increasing support.