Based On The Fuzzy Comprehensive Evaluation Model Of Regional Agricultural Products Brand Construction Level Research

Since recognizing the brand value, foreign brands of agricultural products have been pouring into China, occupying a high-end market and winning a strong brand interests. The regional brand of agricultural products as a branch of the brand in the agricultural sector has an important significance for regional agricultural development and regional economic. At the same time, the level of the regional agricultural brand building is the most direct manifestation to measure the competitive strength of regional agricultural brand, also making the scholars aware of the assessment of the level of the regional agricultural brand building, which not only the need of development of market economy, also the need of an objective reflection to regional agricultural brand development status.In order to reflect the level of the regional agricultural brand building, this paper draws on the theoretical research of domestic and foreign experts on the regional brand. Firstly, the article defines the concept of regional agricultural brand, and defines the quasi-public goods characteristics of the regional brand of agricultural products; Secondly, the regional agricultural brand separates from the general agricultural brand, by analyzing the connotation and supply mechanism of multiple main to the regional agricultural brand building and comparing the agricultural products brand competitiveness evaluation index system, combining with the regional brand development process, creating the evaluation index system to assess the level of regional agricultural product brand building. Ultimately in the establishment of index system, expanding the evaluation from three aspects which include the level of brand power, the effective management level of main building, the level of sustainable development. These three areas contain a total of14indicators. And the meaning of each indicator and the index value are explained in detail. Finally, we select the fuzzy comprehensive evaluation model which can well deal with qualitative data. The index weights directly affect the objectivity of fuzzy comprehensive evaluation results, as far as possible to eliminate subjective errors, by applying the Delphi method and the Analytic Hierarchy Process method to determine the index weight. An Empirical Study of the Wuchang rice and the Gaoqing rice, verifying the feasibility of the evaluation index system and the fuzzy comprehensive evaluation model in practice, analyzing the weak points in the development of regional brands, putting forward to some reasonable proposals to improve the level of the regional agricultural brand building.Regional agricultural brand is an effective means of driving the regional farmers’ income; the establishment of evaluation index system of regional brand building and the use of fuzzy comprehensive evaluation model have an important practical significance for an objective understanding of the development of regional agricultural product brand.