Research On The Construction Countermeasures And Assets Evaluation Of Agricultural Products Brand Of Shandong Province Based On The View Of Customer

As the income level and consumption level increase year by year, people have higher demandon the safety and quality of agricultural products,and they also pay close attention from number ofagriculture to quality agriculture. Shandong province is a big agricultural province. during the thebrand construction making some achievements, it also has many development bottleneck. Researchon the construction countermeasures of agricultural products brand based on the view of customercan essentially reflect consumer’s real ideas, and propound the construction countermeasures ofagricultural products brand from the view of customer to enhance the competitiveness ofagricultural brand. In this paper,we put forward the research on the construction countermeasuresand assets evaluation of agricultural products brand of shandong province based on the view ofcustomer.Based on the research results about assets evaluation and agricultural brand construction etc,the study makes a deep analysis of the model and method theory of brand assets evaluation,brand-consumer relation theory and the basic theory of agricultural brand, and alsocomprehensively analysis construction situation and problems of agricultural brand of shandongprovince. Based on above theory, the study construct assets evaluation model of agricultural brandof shandong province from the view of customer. The assets evaluation of agricultural brandcontains the evaluation on brand function and brand emotional including brand loyalty, brandimage, brand awareness, brand authority. Through empirical research on four typical agriculturalbrand including JiaoZhou cabbage, MaJiagou celery, ZhangQiu scallions, JinXiang garlic,based onthe reference of research result, the study propound the construction countermeasures ofagricultural products brand of shandong province from the view of strengthening qualitysupervision, strengthening propaganda, increasing science and technology investment, perfectinglaws and regulations,etc.