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我国是猪肉产销大国,但目前猪肉企业的品牌竞争力并不高。本文设计了消费者视角下的猪肉品牌竞争力评价指标体系,并针对在长春市猪肉市场中销售的主要生鲜猪肉品牌——双汇、雨润和华正构建了层次分析模型,应用AHP对这3个品牌的品牌竞争力进行了评价研究。研究发现,从消费者认知的角度,这3个猪肉品牌在长春市猪肉市场中的品牌竞争力排名分别是华正第一,双汇第二,雨润第三,但三者的品牌竞争力差距并不大。
China is a big country for producing and selling pork, but the competitiveness of pork enterprises is not high at present. This paper designs an index system for evaluating the competitiveness of pork brands from a consumer perspective and builds an AHP model based on AHP for the major fresh pork brands sold in the pork market of Changchun - Shuanghui, Yurun and Huazheng 3 brands of brand competitiveness evaluation study. The study found that from the perspective of consumer perception, the brand competitiveness of the three pork brands in the pork market of Changchun is ranked first, respectively, Shuanghui second, Yurun third, but the three brand competitiveness The difference is not big.