Study On Brand Construction Performance Evaluation Of Regional Public Brand Of Agricultural Products

The Central Document No.1 proposed to promote the construction of regional public brand of agricultural products,which pointed out the direction for further improving the construction level of regional public brand of agricultural products in 2017.Regional public brand of agricultural products is the platform and basic brand form of agricultural products that can best play the leading role of the brands,and its construction performance level determines the effect of improving the quality and efficiency of agricultural products and increasing the farmers' income to a certain extent.In recent years,the construction practice of regional public brand of agricultural products has achieved certain results.But because of the complexity of the performance evaluation of brand construction,the indexes are not easy to quantify,and the brand construction input efficiency is difficult to evaluate,the output input ratio is not high,and the construction effect is not ideal.How is the construction effect of regional public brand of agricultural products after all? How to evaluate the band construction performance scientifically and effectively? How to solve the problem that the indexes are not easy to quantify? The study of these problems is helpful to solve the difficult performance measurement problems about the construction of regional public brand of agricultural products,and to form a quantifiable and comparable performance evaluation model,system and method for the construction of regional public brand of agricultural products,and also to provide the theoretical reference and practical guidance for promoting the rural industry revitalization.Based on the above background,this paper aims at the scientific and effective quantitative evaluation of the performance of regional public brand of agricultural products,and follows the research idea of "finding problems-analyzing problems-solving problems" to study the brand construction performance evaluation.The main contents are as follows:(1)Definition of related concepts and theoretical analysis.The concept of regional agricultural public brand and its construction performance has been defined,the theoretical basis has been put forward,and the formation process mechanism and theoretical framework of regional agricultural public brand construction performance have been clarified.(2)Based on the grounded theory,the construction performance evaluation model and index system of regional agricultural products public brand are preliminarily constructed,which is composed of four dimensions of brand construction input,brand construction output,brand growth power(represented by the growth coefficient)and natural endowment(represented by the endowment coefficient).(3)Selecting indicators by multiple rounds of expert scoring,and optimizing the construction performance evaluation index system of regional agricultural products public brand;Combining BWM method and the structural entropy weight method,the weight of each index in the construction performance evaluation of regional agricultural product public brand is comprehensively weighted.(4)Quantify the indicators of brand building performance evaluation,especially the 13 indicators that are difficult to monetize,such as policy-driven evaluation indicators,consumer identification indicators and qualitative judgment indicators,etc.,which are quantified by different quantitative model methods such as the improved PMC model,text mining method,and expert investigation combined with assignment method,etc.(5)Taking Yantai Apple,Feicheng Peach and Laiyang Pear in Shandong Province as examples,this paper comprehensively evaluates the construction performance of regional agricultural product public brand,and summarizes the problems in the process of regional agricultural product public brand construction.(6)Based on the previous analysis,to identify the key success factors,and the path to improve the construction performance of public brand of regional agricultural products is put forward.The main conclusions are as follows:(1)The performance evaluation of regional agricultural public brand construction should be based on the input-output perspective to maximize input-output efficiency.It is essentially an evaluation of the input effectiveness of the various factors from the regional organizations in the construction of regional agricultural public brands in order to achieve their agricultural development goals within a certain period of time.On the one hand,the regional organizations here include not only the governments or agricultural enterprises in the region,but also the agricultural industry associations,agricultural cooperatives and farmers in the region.On the other hand,the construction performance evaluation is not only judged by the effect of output,but is comprehensively evaluated from the perspective of input-output ratio.The construction input involves the capital,technology and management input of each subject in the process of regional agricultural product construction,and the construction output involves the direct and indirect output results of regional agricultural product public brand construction.(2)Evaluating the construction performance of regional public brand of agricultural products is a very complicated task,which requires the corresponding models and index systems.The evaluation model is that the output of brand building is divided by the input of construction,and then multiplied by the growth coefficient and endowment coefficient.The index system includes four first-level indexes of construction input,construction output,growth coefficient and endowment coefficient,12 second-level indexes such as government input,direct output effect,consumer identity,natural geographical resources etc.,and 29third-level indexes such as government investment,brand premium revenue,policy drive,suitability of water,soil and environmental resources etc..Through the case verification in practice,the performance evaluation model and index system constructed by this research are scientific and applicable to a certain extent.The performance level calculated is in line with the objective reality cognition and can reasonably measure the performance level of brand construction.(3)The construction performance evaluation of regional agricultural product public brand has its particularity compared with that of general product brand.As a public brand,the public brand of regional agricultural products has the property of quasi-public products,and has the externality characteristics of the characteristic agriculture under the background of rural revitalization.There are some differences between the performance evaluation of its construction and that of general product brand construction.The evaluation model and index system constructed in this paper reflect this difference.As leading and holding subjects,government input and association input of the input indicators are unique to public brands.The regional benefit and derivative benefit of the output index reflect the evaluation of externalities.And the endowment coefficient,together with the public policy driving and regional sustainable development basis,the two indicators which are from the growth coefficient,also point to this particularity.(4)China's regional public brand of agricultural products has experienced three construction modes:(1)Spontaneous generation mode: the brand building mechanism based on endowment and farmer spontaneity;(2)Government-led mode: the brand building mechanism led and dominated by the government;(3)Co-construction and sharing mode: the multi-governance and mutually beneficial sharing mechanism.According to the practice and academic research experience of regional agricultural product public brand building in China in recent years,the co-construction and sharing mode of regional agricultural product public brand building is more effective than the other two modes.(5)The construction performance of public brand of regional agricultural products is affected by the construction input,but not the only one.Regional agricultural products public brand construction input is not the more the better,effective construction investment can promote brand construction with better output effect and brand development potential.In the construction of regional public brand of agricultural products,we should avoid the misconception that the more construction input,the higher the construction performance.And what is the most important is how to promote the construction input effectiveness of the regional agricultural public brand.(6)The construction output evaluation of regional agricultural public brand is a complex and dynamic process.The construction of regional public brand of agricultural products is not achieved overnight.It requires the cooperation of multiple subjects and long-term cooperation.The construction of regional public brand of agricultural products is a systematic project.The construction output evaluation of regional agricultural products public brand should not only focus on its direct output effect,but also need pay attention to its indirect output effect,which has external spillover effect.(7)Brand growth power(expressed by the growth coefficient)reflects the positive intention of each brand construction subject and the supports from the internal and external environment of brand construction.Brand growth power has multiple effects on the performance of regional agricultural public brand construction.The indicators about the basis of sustainable development from the brand growth power,also precisely reflect the implementation of the important statements and instructions of General Secretary Xi Jinping,which is "to take the new path of high-quality development with ecological priority and green development as the guidance".When the brand construction policy system is more perfect,the consumers' recognition of the brand is higher,and the foundation of brand sustainable development is better,the regional public brand construction of agricultural products will achieve outstanding results.So cultivating the brand growth power is of great significance to improve the construction performance of regional public brand of agricultural products.(8)The construction of the regional public brands of agricultural products is influenced by the regional "natural endowments"(expressed by the endowment coefficient).Regional public brands of agricultural products are usually based on regional natural geographical resources,social and cultural resources and existing brand resources.The higher the degree of matching between regional "natural endowment" and regional public brands of agricultural products,the better the basic resource conditions for the construction of regional public brands of agricultural products.For the main body of regional agricultural product public brand construction,it is important to fully explore the regional "natural endowment" resources and promote the regional agricultural product public brands to form unique regional characteristics and unrepeatable market competitiveness.(9)Fifteen influencing factors,such as government investment,brand premium income,policy-driven and consumer identity,are the key influencing factors of regional agricultural public brand construction performance.We should emphatically strengthen the effectiveness of brand construction input,improve the effectiveness of brand construction output,cultivate brand growth power and make full use of regional natural endowments to improve the construction performance of regional agricultural products public brand.Strengthen the effectiveness of brand construction input:(1)Play the guiding role of the government;(2)Strengthen the central role of agricultural industry associations;(3)Give full play to the promoting role of agricultural cooperatives.Improve the output effect of brand construction:(1)Promote brand formation;(2)Promote the sustainable development of brand;(3)Strengthen the construction of brand culture.Cultivate the brand growth power:(1)Promote the implementation of brand policies;(2)Enhance consumer identity.Make full use of the regional natural endowments:(1)Excavate the regional characteristics;(2)Cultivate a good brand ecological environment;(3)Consolidate the foundation of agricultural industry.