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The Tea Regional Brand of Anhui Province Competitiveness Evaluation Research Based on the AHP

Author: LiuZhiChao
Tutor: JiangHanChun
School: Anhui Agricultural University
Course: Agricultural Economics and Management
Keywords: Anhui tea regional brand competitiveness evaluation
CLC: F326.12
Type: Master's thesis
Year: 2012
Downloads: 141
Quote: 0
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Abstract


The issue of competitiveness promotion of the tea regional brand has arousedwidespread concern of the local government, the tea association and the tea enterprisethese years.Competitiveness promotion of tea regional brands in Anhui is of greatimportance on promoting Anhui tea industrial upgrading, expanding markets,advancing Anhui economic development and solving issues of agriculture, farmer andrural area in Anhui. How to foster competitive advantages of tea regional brands, areimportant tasks faced by tea industry and academia in Anhui Province.The dynamic promotion problem of tea regional brand mutiple subjects can beconverted to static composition analysis, which can be divided into tea industrialfaetors, regional factors, tea brand factors and supporting factors. According to thestatic elements of tea regional brand, we may build corresponding evaluation systemto carry out evaluation analysis. Based on the evaluation results of static elementindicators，we can also reveal the main problems of the dynamic fostering of tearegional brand eompetitiveness of Anhui. The analysis and evaluation on the affectingfactors of tea regional brands are the bases of proposing countermeasures to enhanceeompetitiveness.This paper conducts relative evaluation and analysis according to the data in thetea regional brand in Anhui province by AHP and concludes that the competitiveindex should be75.85, which indicates the competitiveness of the regional brand oftea in Anhui province is up to ordinary level. The evaluation results show that the keyfactors, such as market regulation, the tea leading enterprise, the industrialorganization, and other indicators are the major constraint "bottleneck" factors of thecompetitiveness promotion of tea regional brand in Anhui province. Evaluation resultsalso demonstrate the development status and existing problems of Anhui tea regionalbrands.

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