Research On Competitiveness Evaluation Of Agricultural Products Regional Brand

With the rapid development of market economy, the competition of agricultural products is increasingly reflected in the brand competition. Owing to the regional characteristics and resource dependency of the agricultural products, make the agricultural products regional brand shows its competitive advantage in the fierce market competition. The research on agricultural products regional brand competitiveness can help the brand construction subject to target a definite object in acquiring and promoting the brand competitiveness. This article is on the basis of carding theories of regional brand and agricultural products brand competitiveness, studied the connotation, characteristics, formation mechanism and source of agricultural products regional brand competitiveness. According to the theoretical analysis and previous research results, with the help of AMOS19.0software to establish the structural equation model of agricultural products regional brand competitiveness, which included brand resources, foundation, support, development and competitiveness five latent variables and20observation variables. This model not only verifies the hypothesis, but also points out that the brand support is the main factor for agricultural products regional brand competitiveness, followed by brand development, foundation and resources, wherein, the government financial support, brand loyalty, human capital and entrepreneurs, and natural resources are observation variables with the maximum load coefficient for the corresponding latent variables.According to the structural equation model of agricultural products regional brand competitiveness, established the mathematical evaluation model of agricultural products regional brand competitiveness, and chose the Jian Sanjiang, Qing’An, Fang Zheng, Yan Shou,Tai Lai and Hua Chuan rice for the empirical analysis, based on the empirical results, the relations of brand competitiveness and brand value as well as the value results of the six brand rice in "2010China agricultural products regional public brand value evaluation report", it is verified that the agricultural products regional brand competitiveness evaluation model in this paper is feasible, it has certain guiding significance in practice. At the same time, according to the research results, put forward the referenced suggestions to promote the agricultural products regional brands competitiveness.