区域公用品牌竞争力评价及提升路径研究——以沾化冬枣为例

评价沾化冬枣的品牌竞争力，对于挖掘其竞争优势和提升竞争能力具有重要意义。本文基于顾客感知价值与哲学意识范畴构建了一套针对沾化冬枣的品牌竞争力评价指标体系，运用熵权法与模糊综合评价法得出其品牌竞争力综合评分为76.86，说明其品牌竞争力一般，且其品牌形象价值＞品牌性能价值＞品牌情感价值＞品牌自然人文价值，最后在分析各指标评分结果的基础上为提升沾化冬枣品牌竞争力寻求有效路径。

Evaluation and Research on the Improvement Path of the Brand Competitiveness of Regional Public Brand--A Case Study of Zhanhua Winter Jujube

It is of great significance to evaluate the brand competitiveness of Zhanhua winter jujube for excavating its competitive advantages and improving brand competitiveness.This study innovatively constructs a set of brand competitiveness evaluation index system for Zhanhua winter jujube based on the customer perceived value and category of philosophical consciousness.Entropy weight method and fuzzy comprehensive evaluation method are used to calculate,and the comprehensive score of its brand competitiveness is 76.86,which indicates its brand competitiveness is in the general grade.In the meantime,its brand image value> brand performance value> brand emotional value> brand natural and humanistic value.Finally,seeking effective paths to improve the brand competitiveness of Zhanhua winter jujube on the basis of analyzing the scoring results of various indicators.