Evaluation and Development Strategy of Yangxin Juicy Pears Brand Competitiveness

Objectively evaluating brand competitiveness of Yangxin Juicy Pears is of great significance to improve its market competitiveness．Based on relevant theories of brand competitiveness and existing research results, evaluation index system of Yangxin Juicy Pears brand competitiveness was constructed．Through questionnaire survey, analytic hierarchy process and fuzzy comprehensive evaluation method were used to comprehensively evaluate brand competitiveness of Yangxin Juicy Pears．Evaluation results showed that evaluation score of Yangxin Juicy Pears brand competitiveness was 76.785, and corresponding comprehensive evaluation grade was general．Among them, brand resource power > brand sales power > brand product power > brand communication power．Finally, countermeasures and suggestions to improve brand competitiveness of Yangxin Juicy Pears were put forward．