Study On Value Evaluation System Of Agricultural Product Brand

Agricultural products brand is an important agricultural intangible asset. The value evaluation of agricultural products brand, which is very important for the development of Chinese agriculture economic and increase of the peasant's income, is one of the keys of brand building. Since joining in the WTO, our country has been expanding agricultural markets to the outside world; the foreign agricultural products enter China gradually, which is a severe challenge to Chinese agriculture. So agricultural products brand strategy must be implemented to enhance the competitiveness of Chinese agriculture products in the international market. Because of it, we should assess the value of agricultural products brand; it is not only the needs of the development of the market economy, but also the inevitable need of social development.The purpose of this dissertation is to establish a theoretical framework for assessing the value of agricultural products brand, and provide a theoretical basis and use for reference to agricultural enterprises or other departments of agriculture to assess the value of brand. To put forward a practical and valuable theory, the dissertation separates agricultural brand from general conduct brand and analyses the sources and forms of the value of agricultural products brand with the combination of systematic analysis and analytic hierarchy process, combination of static analysis and dynamic analysis, combination of induction analysis and deductive analysis, combination of qualitative analysis and quantitative analysis and combination of positive analysis and normative analysis, and puts forward the evaluation theory of agriculture products brand with modern management idea. This dissertation considers the agricultural products brand value originating from the diversity of agricultural products quality, and performance for market value, consumer value, producer value and ecology value. In this foundation, this dissertation establishes the brand value evaluation index system creatively and selects indexes that affect the agricultural brand value from the angle of market, consumers, producer and ecology and explains the selecting of index and the acquisition of the index value in detail. According to the feature of agricultural products brand, this dissertation selects some appropriate appraisal methods with some certain revision, which brings the connection between agricultural products brand and the peasant into it and puts forward the operational method of agricultural products brand value appraisal.Finally, this dissertation conducts the positive research to the value of "JiuSan" brand by using the theory research achievement and proofs the veracity and operability of the agricultural product brands value evaluation system.