Abstract: To analyze competitiveness of "Majiagou Celery" brand in Qingdao City, Shandong Province, a set of evaluation index system based on 4Cs marketing theory were constructed, and entropy weight method and fuzzy comprehensive evaluation method were used to get comprehensive score of its brand competitiveness of 81.1500 points．According to this score, the brand had good competitiveness．Among all kinds of first-class indicators, the scores were as follows: brand culture power（81.9019）> brand communication power（81.5643）> brand sales power（80.8988）＞brand performance value（79.6669）．After analyzing evaluation results, "Majiagou Celery" brand was optimized and constructed, indicating direction for the brand and similar product brand construction．