Research On Agricultural Product Brand Value Evaluation Based On HIROSE Model

The report of the Nineteenth National Congress of the Communist Party of China proposed that under the accelerated new economic normality,the rural revitalization strategy should be implemented in the agricultural field,with priority given to agricultural and rural development and accelerating agricultural modernization.Fundamental changes have taken place in the agricultural products market today.The economies of scale of agricultural products are no longer the driving force for agricultural products to occupy the market competitive advantage.Brand economy has become the economic model of today's agricultural products competitive market.The brand is a "business card" of agricultural products,which represents the logo of product quality,function and safety,and carries the information and honor of agricultural products.To a certain extent,the future competition for agricultural products is no longer just quantity competition,but brand competition to a greater extent.Agricultural product brand is an important agricultural intangible asset.The evaluation of agricultural product brand value is related to the formulation of brand building strategy and the improvement of brand reputation.Now that agricultural modernization has been proposed,the economic development of agricultural products has been severely challenged.Therefore,it is necessary to implement a brand strategy to enhance the competitiveness of agricultural products.Based on this,evaluating the value of agricultural products is in line with the requirements of the market economy and the needs of agricultural development.Based on the theories of brand resource theory,brand value composition theory and brand value evaluation theory,this paper analyzes the background of agricultural product brand value,and then summarizes the necessity of agricultural product brand value evaluation.Secondly,it expounds and compares the commonly used models of agricultural product brand value evaluation,explains its advantages and disadvantages in the application of evaluation practice,and then highlights the advantages of the HIROSE model in the practice of brand value evaluation: comprehensive consideration of factors,fair and objective evaluation results,and low cost,easy to use.Next,based on the analysis of the factors influencing the brand value of agricultural products,this article summarizes it as the three driving factors of the HIROSE model,namely price advantage,loyalty and expansion motivation,but the HIROSE model is not completely from Japan.Adapting to China's agricultural product brand value practice,this article adjusts and revises the price advantage driver,loyalty driver and expansion force driver according to China's actual conditions,making it more suitable for China's agriculture;On this basis,taking tea companies as the research object,the modified HIROSE model is applied to the tea industry to verify its feasibility.The results show that the price advantage driver has a greater impact on the product brand value,while the loyalty driver and expansion driver have the influence of brand value is weaker than the price advantage,but it is still the driving factor of brand value.By comparing the evaluation results of the tea Qiankun brand value under the two model methods,the HIROSE model is found to be more scientific and fair.Finally,based on the evaluation process and evaluation results,it puts forward suggestions for the rationalization of agricultural product brand value evaluation and agricultural product brand management recommendations,with a view to indicating that the agricultural product brand value evaluation practice plays a good role in promoting the economic development of agricultural enterprises in China.