Study On How To Promote The Brand Value Of "Wuchang Sunflower Sunshine"

China's reform and opening up,the rapid development of the world economy,in line with product demand,brand economy has become the mainstream of commodity economy.China is a big agricultural product industry country.Because of its unique geographical conditions,Wuchang City in Heilongjiang Province is rich in "Wuchang rice",and has also created many high-quality rice suppliers like Wuchang Sunshine Rice Co.,Ltd.In recent years,the export of agricultural products has been rising year after year,but it has always been in a trade deficit,even the price of imported rice is far lower than that of domestic rice planting.Therefore,accelerating the pace of developing non-pollution agricultural products such as green food and steadily developing highly geographically labeled crop products,creating a number of well-known regional public brands,high brand value enterprise brands and agricultural products brands,leading the development of agricultural standardized production and branding,has become the trend of agricultural product brand development.This paper takes Wuchang Sunshine Rice Co.,Ltd.,a well-known local rice manufacturer in Wuchang City,Heilongjiang Province as the research object,carries out an analysis of the current situation of the brand of Wuchang Sunshine Rice Co.,Ltd.In view of the bottleneck problem in the brand development,adopts the Interbrand brand brand value measurement algorithm to calculate the current value of the brand of Wuchang Sunshine Rice Co.,Ltd.and also calculates the current value of the brand of Wuchang Sunshine Rice Co.,Ltd.The AHP analytic hierarchy process is used to analyze the enterprise value level,consumer value level and development value level which restrict the brand value of Wuchang Sunflower,and then put forward the corresponding countermeasures and suggestions.Based on the previous literature review and related theoretical analysis,aiming at the problem that the origin brand of Wuchang rice is of great value,but the brand popularity of enterprises is not high,this paper takes Wuchang Sunshine Brand as the research object,and calculates Wuchang Sunshine Rice Co.,Ltd.by using Interbrand brand brand brand brand value analysis method,which combines financial analysis,market analysis and brand seven-factor rule.The existing value of enterprise brand.Then,using AHP analytic hierarchy process,the brand value evaluation model is established.Its target level is brand value,and the criterion level is enterprise value,consumer value and development factor value.Among them,the scheme layer of enterprise value is total assets,investment and sales,popularity and brand loyalty;the scheme layer of consumer value is quality,service,environmental protection,user feedback,reputation;and the scheme layer of development factor value is politics,economy,society and technology.After two or two evaluations,theweights of the indicators are obtained and ranked.The factors affecting the brand are as follows: total assets,sales,environmental protection,R&D investment,user feedback,brand loyalty,society,service,popularity,reputation,technology,quality,economy and politics.Finally,from the three levels of enterprise value,consumer value and development value,the strategy to enhance the brand value of Wuchang Sunshine Rice Co.,Ltd.is put forward.