Research On Agricultural Product Brand Competitiveness Evaluation And Promotion

At present,our country has entered the era of brand economy and agricultural product brand is increasingly getting attention.First to introduce related connotation and theoretical basis of the agricultural product brand competitiveness to analyze the affecting factors of agricultural product brand competitiveness and how these factors affect agricultural product brand competitiveness-formation mechanism; on the basis, to construct the brand competitiveness evaluation index system of agricultural product, including brand performance value, brand image value, brand emotion value, three secondary indicators and 10 tertiary indicators; the fourth part, to carry on the empirical analysis, using the analytic hierarchy process to determine the weight of each index, selecting Mengniu, Yili and Guangming these three agricultural product brand to carry on the empirical analysis and to calculate their own agricultural product brand competitiveness by using fuzzy comprehensive evaluation method, then to analyze and compare its results.to introduce the problems existing in the process of developing agricultural product brand, to find out the problems and shortcomings of agricultural product brand competitiveness in what specific indicators, mainly including agricultural product standardization and comprehensive quality level is not high, the product technology content and the added value is not high, protection and emphasis for the agricultural products produced in the original place is not enough, "OEM" phenomenon is serious, the ability of innovating independently is poor, subject building capacity of brand image is not high, brand culture is uncompetitive, brand is low recognition; the sixth part, to propose measures and suggestions in increasing agricultural product brand competitiveness for dealing with the problems, including improving the quality and safety of agricultural products in order to promote the competitiveness of the agricultural products brand value; paying attention to the quality and safety of agricultural products, adopting the system of agricultural products traceability of original place, improving and consummating the system of agricultural product standardization, strengthening the quality supervision mechanism of agricultural products, improving the technological content of agricultural products brand, increasing the "three product" certification, increasing geographic logo certification; building agricultural product brand image, including building agricultural product brand image replying on Peasantry Special Cooperative, building agricultural product brand image replying on Leading Enterprises, relying on the government functions fully; enhancing brand social and cultural value, including improving brand loyalty, increasing brand culture innovation, aexplore characteristic resources actively.