关键词: 体验营销, 农产品品牌竞争力, 因子分析法, 层次分析法, 寿光蔬菜

Abstract: Experiential marketing is a new brand marketing model that is defined and designed based on consumers' senses, emotions, thinking, actions and associations. Taking the agricultural experience, exhibition experience and festival experience marketing models adopted by Shouguang vegetables as an example, the evaluation index system of agricultural product brand competitiveness was constructed, using factor analysis method to compare and analyze the effects of different experience marketing models on agricultural product brand competitiveness, and using analytic hierarchy process to extract the most effective influencing factors of experiential marketing on the competitiveness of agricultural product brands, and provide reference development suggestions for enhancing the competitiveness of agricultural product brands in China.

Key words: experiential marketing, agricultural product brand competitiveness method, factor analysis, analytic hierarchy process, Shouguang vegetables