The Evaluation Of Handicrafts Regional Public Brand Value

Our country’s long history and culture has bred a large number of unique regional public brands. Handicrafts are a typical representative of the regional public brand. Handicrafts regional public brand not only reflects our country’s long history and culture, but also contains the characteristics of contemporary regional public brand. Handicrafts regional public brand has a huge economic value. However, the regional public brand has always been ignored by the evaluation community. So it is need to understand the value of the brand whatever the regional investment or regional economic management. This research is based on labor value theory and surplus value theory. We analyzed the value essence of handicrafts regional public brand. And the value is the condensation of human labor. Handicrafts regional public brand value is special so the application of evaluation method and the design of the evaluation process are different from the general brand evaluation. In this paper, the value of handicrafts regional public brand is analyzed from the macro level. We follow the objective, scientific, practical and other principles of the opponent to assess the design of the regional public brand. We select and make some improvement on the GDP net rate method. We use this method to complete the calculation of the handicrafts regional public brand. At the same time, we analysis the influence factor weight of arts and crafts area public brand value by AHP method and through the method of entropy weight of index is modified to obtain the value of full management. By comparing the current assessment value with the full management value, we can find the value added space. We select the “Weifang kite” regional public brand as a typical case and select 4 year data. We can get the initial evaluation and full management value of “Weifang kites”.The results showed that handicrafts regional public brand is a new kind of research object.Handicrafts regional public brand value assessment is to be able to achieve. Using the improved GDP net growth method to evaluate the value is reasonable. This method can meet the requirements of the evaluation of the handicrafts regional public brand.