Study On Regional Brand Construction Level Of Actinidia Chinensis In Boshan

In recent years,regional economies have played a vital role in global economic development.In 2016,the country issued several documents emphasizing "brand",and in2017,document No.1 raised "brand" to a new level.Put forward to promote the regional brand construction of agricultural products and other strategies.Then people realize the value of brand one after another,and more and more regional brands become the important pillar of industry development in the region.Today,when traditional agriculture is transformed into modern agriculture,a brand new era is ushered in.The development of agricultural product brand has become an important way to realize agricultural scale,standardization,industrialization and marketization.It not only adapts to the upgrading of industrial structure,the improvement of the quality of agricultural products and the increasing consumer demand,but also realizes the urgent need of increasing the income of performance.Therefore,the brand has become an important manifestation of agricultural modernization.The development of regional brands of agricultural products has become a new way to transmit the quality information of agricultural products and an important way to realize the regionalization,characterization and scale of modern agriculture,which has laid a foundation for the growth of agricultural products brands in China.To solve the problem of unsalable agricultural products,realize the increase of farmers' income.The regional brand of agricultural products is a part of the brand in the field of agriculture,which plays an important role in promoting regional economic development.However,the regional brand of agricultural products in China is not mature.The evaluation of the regional brand construction level of agricultural products not only reflects the demand of the current situation of brand development,It also measures the strength of the regional brand competitiveness of agricultural products.Although some achievements have been made in the relevant theoretical research on the level of regional brand building of agricultural products,However,there is still a problem that the theory is divorced from practice.Through the questionnaire survey of Actinidia chinensis in Boshan,this paper applies the Analytic hierarchy process(AHP)fuzzy comprehensive evaluation model to Actinidia chinensis in Boshan.Based on the comprehensive evaluation and analysis of regional brand construction level,the weights of brand resource elements,brand base elements,brand support elements and brand development elements are summarized.Boshan kiwifruit regional brand in the rapid development of the international market;at the same time,it also plays a reference role in related research,and provides the basis and guidance for other agricultural products regional brand building level research.summed up the current Boshan Kiwifruit regional brand building brand resource elements,brand basic elements,The weight of the elements of brand support and the factors of brand development,combining with the actual evaluation of Boshan Kiwifruit regional brand construction level,the main factors that influence the improvement of brand construction level of Boshan kiwifruit and the hidden problems in brand construction are found,This paper puts forward some suggestions on the improvement of the brand building level of Actinidia Boshan and the future development direction of brand construction,then enhances the brand competitiveness,maintains its competitive advantage in the domestic market,expands its market share,and then promotes the rapid development of Boshan Kiwifruit regional brand in the internationalized market;At the same time,the relevant research also played a reference role for other agricultural products regional brand building level research provides the basis and guidance.