Research On The Performance Evaluation Of Brand Building Of Geographical Indications Of Agricultural Products In Shandong Province And Countermeasures For Improvement

In recent years,geographical indications of China’s agricultural products have become an effective way for the country to develop advantageous and characteristic agricultural product resources and promoting the modernization of China’s rural industrial structure has played a key role in optimizing and developing China’s rural economy and society.As an important agricultural province in China,Shandong has the advantages of rich varieties and high-quality characteristics,and also has basic conditions for the creation of geographical indications of agricultural products.With the further development of brand building of agricultural product geographical indications,the introduction of agricultural product geographical indications in Shandong Province has made great progress with the strong support of local government departments,but there are also some problems of unreasonable brand building management planning and resource utilization.For this reason,it leads to the deterioration of the branding performance of agricultural product geographical indications,and it is very important for practical use to investigate and analyze the branding performance of agricultural products geographical indications and their influence factors.Based on the above problems,first,according to the current state of branding of geographical indications of agricultural products in Shandong Province,combined with the selection of indicators within the framework of the construction of trademarks for geographical indications of agricultural products by scientists at home and abroad,a relatively complete input-output index system is constructed,it provides a basis for evaluating and investigating the branding performance of geographical indications of agricultural products in Shandong Province.Secondly,this paper conducts static analysis in 2008,2014 and 2020,and finds that the brand building performance of agricultural geographical indications in most cities is invalid,and visualizes the spatial distribution pattern of agricultural geographical indication brand building performance in these three years with the help of Arcgis software.Thirdly,taking the panel data of 16 prefectures and cities in Shandong Province from 2008 to2020 as a sample,the DEA-Malmquist model was used to measure the temporal evolution analysis of the brand building performance of agricultural geographical indications in Shandong Province,and the total factor productivity of agricultural geographical indication brand building in various prefectures and cities in Shandong Province increased by 15.4% annually from 2008 to 2020,and the overall level of brand building performance continued to rise.Finally,using the Tobit model,we empirically studied the factors influencing the image indicators of the geographical indication of agricultural products in Shandong Province,and found that GDP per capita,total agricultural machinery production and the number of industry associations have a positive effect on the branding indicators of the geographical indication of agricultural products in Shandong Province,including GDP per capita and the number of industry associations.were significant at 5%.Expenditures on transport infrastructure,agriculture,forestry and water management have had the opposite impact on the effectiveness of brand building agricultural geographical indications in Shandong Province,with expenditures on agriculture,forestry and water resources well below 1%.Based on empirical results,the following proposals are proposed: to increase the awareness of brand development of the brand-forming theme of geographical indications of agricultural products;Improving the legal protection,supervision and control of geographical indications of agricultural products.Target consumer groups to meet their personalized needs.Creation and improvement of the quality tracking system to increase the influence of the brand.Brand management of geographical indications of agricultural products in Shandong Province is gradually improving,and brand building indicators are gradually improving,contributing to stable economic development in Shandong Province.