Study On The Brand Value Innovation Of Agricultural Product Processing Enterprises

Brand value is core elements of the brand，because the brand value is poor，itcauses that brand competitiveness of Chinese agricultural product processingenterprises is not very strong．How to enhance their brand value and brand valueinnovation is particularly important．Technological innovation is an important wayto enhance the brand value．At present，the academics research is very rare aboutthis aspect．So it has great theoretical and practical significance for agriculturalproduct processing enterprises to explore brand value innovation from theperspective of technological innovation．This topic is derived from2013humanities and social sciences focus researchproject of Hubei provincial department of education (2013d063)．In this paper，wemake use of qualitative and quantitative analysis，theoretical and empirical researchare integrated methods， combination of brand value theory， Technologicalinnovation theory and brand value innovation theory，closely around the subject ofbrand value innovation in agricultural product processing enterprises to carry ou tresearch．Firstly，we review and comment on the related research of agriculturalproduct processing enterprises brand value innovation at home andabroad． Secondly， we analysis agricultural product processing enterprisestechnological innovation，and agricultural product processing enterprises brandvalue innovation of connotation and features．Thirdly，we explore the technologicalinnovation of role mechanism for agricultural product processing enterprises brandvalue innovation，pointed out that technological innovation can improve productsquality and raise brand value greatly，On this basis，we set up technologicalinnovation of agricultural product processing enterprises brand value innovationmodel which is called DEA model．Finally，we apply this model to analyze theefficiency of24agricultural product processing enterprises brand value innovation，explore the path and method of brand value innovation of China’s agriculturalproduct processing enterprises under the modern market competitive environment，in order to guide brand value innovative practice in China’s agricultural productprocessing enterprises．...