基于熵值法和模糊综合评价法的“莱芜生姜”地理标志品牌竞争力评价

耿熠君 马凤才

摘    要：品牌竞争力是衡量地理标志农产品品牌发展程度的重要指标，准确评价品牌竞争力对于明确地理标志农产品在市场上的竞争地位和提高其市场竞争力具有重要意义。基于消费者角度设计“莱芜生姜”地理标志品牌竞争力的评价指标体系，采用问卷调查法，让消费者对其进行打分，并运用熵值法和模糊综合评价法对“莱芜生姜”地理标志品牌竞争力进行综合评价。评价结果表明，“莱芜生姜”地理标志品牌竞争力的评价得分为85.901 7分，对应的评价等级为良好，其中品牌文化力得分较低，其得分较低的主要原因是品牌忠诚得分较低，尤其是价格忠诚得分较低。根据评价结果，建议“莱芜生姜”在今后品牌化建设中要加强品牌文化力建设，提高消费者的忠诚度，优化产品包装设计。

关键词：农产品地理标志;品牌竞争力;模糊综合评价法

中图分类号：F323.5         文献标识码：A        DOI 编码：10.3969/j.issn.1006-6500.2021.02.013

Evaluation of "Laiwu Ginger" Geographical Indication Brand Competitiveness Based on Entropy Method and Fuzzy Comprehensive Evaluation Method

GENG Yijun， MA Fengcai

（Heilongjiang Bayi Agricultural University， Daqing， Heilongjiang 163319， China）

Abstract： Brand competitiveness is an important indicator to measure the brand development degree of geographical indication agricultural products. Accurate evaluation of brand competitiveness is of great significance for clarifying the competitive position of geographical indication agricultural products in the market and improving their market competitiveness. The evaluation index system of geographical indication brand competitiveness of "Laiwu Gingerr" was designed based on consumers' perspective. The questionnaire survey method was used to let consumers score it， and the entropy method and fuzzy comprehensive evaluation method were used to comprehensively evaluate the geographical indication brand competitiveness of "Laiwu Ginger". The evaluation results showed that the evaluation score of brand competitiveness of geographical indication "Laiwu Ginger" was 85.901 7， and the corresponding evaluation grade was good， but the brand culture score was low， which was mainly due to the low brand loyalty score， especially the low price loyalty score. According to the evaluation results， it is suggested that "Laiwu Ginger" should strengthen the construction of brand culture， improve the loyalty of consumers and optimize the product packaging design in the future brand building.

Key words： geographical indications of agricultural products; brand competitiveness; fuzzy comprehensive evaluation method

近年來，人们生活水平不断提升，消费结构转型升级，农业产业化快速发展，促使农产品通过品牌化建设来满足消费需求，提高市场竞争力。农产品地理标志作为以地域名称冠名的特有农产品标志，是区域公共品牌的一种表现形式[1]，其品牌化建设和发展成为满足人们高质量消费需求、市场经营主体提高自身竞争力和政府进行农业供给侧结构性改革的重要途径。同时近年来的中央一号文件也反复提出要通过完善农产品地理标志的认证和保护，加强农产品品牌化建设。……