Research On Regional Brand Value Evaluation Of Geographical Indication Agricultural Products

Under the current economic situation,agricultural development is slow,the downward pressure can not be ignored,transformation of economic development mode to stabilize economic growth is a very difficult and urgent work,how to find a new economic growth point,let the geographical indication of agricultural products regional brand play a greater potential is the key to agricultural and rural economic growth.For local consumers,owning landmark agricultural products is the recognition of local brands and the deep pride of history and culture.For foreign tourists,understanding local agricultural products brands is a umbilical cord to familiarize themselves with local cultural heritage.Way to develop our country agricultural product brand is a key support to establish a new development pattern of agriculture and rural areas,and has a huge influence and market potential,and had good promoting effect on the development of economy and culture,geographical indications of agricultural products strategy to lead the branding development of agriculture and rural areas is to improve the farmers’ economic benefit,the key to promote transformation and upgrading of agriculture road.Through the study of relevant literature at home and abroad,scholars have made deep studies on brand value evaluation,but there are few studies on regional brand value evaluation of landmark products.Therefore,this thesis makes the following work :(1)the regional brand connotation of landmark products,regional value evaluation methods and related theories and methods are summarized.(2)Elaborate the steps and principles of the original Interbrand model,and analyze the limitations of its application in this thesis and the necessity of improvement.(3)In terms of weight assignment method,more objective principal component analysis method is adopted according to the principle of brand effect index,and questionnaire method is combined to achieve more scientific and objective results.(4)In the formation of brand strength indicators,combined with the original model and references,using objective data and questionnaire statistical data to establish quantitative indicators,so as to make the indicator system in line with the characteristics of the navel orange industry in southern Jiangxi,a comprehensive establishment of multiple perspectives of the complete indicator system.In the calculation of brand strength,ahp and fuzzy comprehensive evaluation are used to get the index weight.Firstly,the precipitation income of excess income is stripped,the brand strength is established to obtain the brand multiplier,and the brand value is finally obtained.Based on this method,the empirical analysis in gannan navel oranges,for example,using the improved model of Interbrand value assessment,it is concluded that the regional brand value of 61.06 billion yuan,compare the authority’s assessment of the value deviation in the range of reasonable,improve the rationality of the model is verified,and the model after improvement to join more indicators,comprehensive.According to the research process and analysis results of this thesis,points out the parts that need to be improved in the future,and also provides a set of more reasonable agricultural product brand value evaluation model for the leaders of related industries.Thus to strengthen the brand value evaluation analysis,promote the coordinated and stable development of the brand to make contributions.