Study On Brand Value Evaluation Of Agricultural Region

In recent years,as fostering agricultural regional brand become the mainstream of agricultural strategic management research field,how to brand value through financial analysis and evaluation of agricultural areas becomes a core problem in the field of practice and research in China.China's agricultural products are rapidly developing towards the brand era,and the regional characteristics of agricultural products also mean the considerable future of Chinese agricultural products.As an important type of agricultural product brand,agricultural regional brand is an important part of Chinese agricultural regional brand strategy.And the value evaluation of regional brand of agriculture,representing our country agriculture regional block economy activity and industry development situation,is the strategic issues of agricultural regional brand construction,presupposition of brand benefit.Therefore,it is of great realistic and theoretical significance to explore the evaluation of brand value in agricultural region.Based on the existing related literature synthesis,induction,comparison and analysis,found that scholars both at home and abroad for the brand value evaluation has more in-depth research,but for agricultural regional brand value evaluation has not been mature theoretical system.Moreover,the existing brand value evaluation method is applied to the evaluation of agricultural regional brand value,which has certain limitations.Therefore,the focus of this paper is to build a value evaluation model applicable to agricultural regional brands based on the particularity analysis of agricultural regional brands.First of all,this paper focuses on the special features of agricultural regional brand compared with other agricultural products,and analyzes the brand value composition of agricultural region.And on this basis,the paper analyzes the agricultural area source of brand value and influence factors,considering the economic value,social value and ecological value of three dimension of brand value evaluation,combined with financial,market,consumer multiple Angle of view to evaluate agricultural regional brand value.In quantitative agricultural brand value evaluation index of the region,the expert evaluation method,analytic hierarchy process(ahp)and fuzzy comprehensive evaluation method,in order to reduce because of the subjective judgment has adverse effects on agriculture regional brand value assessment.To verify that the agricultural area of the brand value evaluation model was constructed and maneuverability,the accuracy of this article,we selected black tea,shek mun,citrus,new sway,qian Yang sweet orange,and yellow beef huarong mustard five agricultural regional brand as the research object of evaluation,the principle and premise of brand evaluation,use of agricultural area of the building brand value evaluation model to evaluate the brand value and ranking.The ranking of brand value and the ranking of brand value published by authoritative institutions are compared to judge whether the model of agricultural regional brand value is feasible.At the end of this paper,the main conclusions and shortcomings of the article are expounded,and some Suggestions are put forward for future research direction of brand value evaluation in agricultural region.