ZHANG Haiyang,LIU Chao,HU Baogui.Analysis of the Influencing Factors of Brand Competitiveness of Beijing Vegetable Cooperatives Based on Analytic Hierarchy Process[J].Northern Horticulture,2020,44(12):155-164.[doi:11937/bfyy.20193381]
基于层次分析法分析北京市蔬菜合作社品牌竞争力影响因素
- Title:
- Analysis of the Influencing Factors of Brand Competitiveness of Beijing Vegetable Cooperatives Based on Analytic Hierarchy Process
- DOI:
- 11937/bfyy.20193381
- 文献标志码:
- A
- 摘要:
- 在蔬菜合作社品牌竞争力的内涵不同角度分析的基础上，从合作社的内部环境、政府支持程度、组织文化核心价值以及结合外部市场的特定环境4个指标来分析品牌竞争力的影响因素。运用AHP层次分析法对指标进行权重分析。结果表明：内部条件的可追溯性、信息化程度、“三品一标”注册情况指标，外部市场条件的蔬菜品牌覆盖区域、当地市场竞争强度指标，组织文化条件的社长品牌意识，政府扶持条件和政府扶持力度，是影响合作社品牌竞争力的关键要素。
- Abstract:
- Based on the analysis of the connotation of the brand competitiveness of vegetable cooperatives from different perspectives, this study analyzed the influencing factors of the brand competitiveness from the internal environment of the cooperatives, the level of government support, the core value of organizational culture and the specific environment of the external market. AHP was used to analyze the weight of indicators. The results showed that the key factors affecting the brand competitiveness of cooperatives were the traceability of internal conditions, the degree of information, the registration indicators of ‘three products and one standard’, the coverage area of vegetable brand in external market conditions, the intensity of competition in local market, the brand awareness of the president in organizational culture conditions, the conditions of government support and the strength of government support.
参考文献/References:
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备注/Memo
第一作者简介：张海洋（1993-），男，安徽萧县人，硕士研究生，研究方向为合作社品牌。E-mail：1033595841@qq.com.责任作者：胡宝贵（1965-），男，北京平谷人，硕士，教授，硕士生导师，研究方向为农村产业经济、涉农企业管理、科技创新等。E-mail：hubaogui@126.com.基金项目：北京市农业局团队建设专项资助项目（BAIC10-2019）。收稿日期：2019-11-29