品牌小包装食用油营销竞争力评价研究

选取国内14个有影响力的品牌小包装食用油,其中包括外资品牌和内资品牌,运用基于RAGA的PPC模型进行综合评价,得出品牌小包装食用油营销竞争力的综合排名,根据行业专家的意见对品牌进行分类,同时应用BP神经网络对评价结果进行验证,找出影响小包装食用油营销竞争力各个指标的影响权重贡献率,并提出提高本土小包装食用油营销竞争力的对策建议。

The study on the Marketing Competence Assessment of Brand Small Packed Edible Oil

The paper selects 14 famous brands of small packed edible in China market,which include foreign and native. Using PPE model based on GA for comprehensive assessment of marketing competence,it gets comprehensive sequence. Moreover,it classifies the band rank based on the experts of oil industry,and gets weight and contribution rate of indicators by applying BP Neural network for checking up the evaluation results. At last,it further gets sugges-tion and strategy to improve the marketing competence of small edible oil for native brands and company.