Study On Hebei Province Agricultural Products Brand Evaluation Index System

With the development of market economy in China, more and more agricultural products enterprises began to felt the pressure of market competition, agricultural industrialization and brand strategy has become the choice of agricultural enterprises. As an important part in the brand strategy, brand value evaluation has important significance for agricultural enterprises. Agricultural is an important part of industry to Hebei province, so the research of Hebei province agricultural brand value evaluation index system has great practical significance to economic development of Hebei province. Structuring Hebei province agricultural products brand value evaluation index system can provide reference for agricultural products enterprise in Hebei province, help enterprises to understand the effect of brand building efforts and to improve subsequent brand construction activities.On the basis of predecessors’ research achievements of agricultural products brand value, this paper using comparative analysis method to study what factors form agricultural products brand value. To compare the formation of goods value and agricultural products brand value, it is concluded that the brand value is derived from the labor of brand owner to develop brand(including resources, quality assurance, production technology, enterprise image promotion, customer service, and the cultural connotation, etc.), and brand value is affected by the market and social acceptance. On the basis of this important conclusions,this paper has investigated a number of agricultural products brand enterprise in Hebei province to introduce and analyze the source factors and influence factors of Hebei province agricultural products brand value.After determining the source factors and influence factors of Hebei province agricultural products brand value, this paper chose the economic value, social value and ecological value as three dimensions of brand value evaluation to design Hebei province agricultural products brand value evaluation index system. In order to provide a convenient,applicable brand value evaluation index system to agricultural enterprises in hebei province,this paper screening all levels of indicators and finally built a Hebei province agricultural products brand value evaluation index system composed by 3 first-level indicators include economic value, social value and ecological value; 10 second-level indicators include brand construction investment, profit ability, brand market competition ability, enterprise financial situation, social status, farmers’ income, promote employment, promoting technology,improve the ecological environment and reduce the ecological damage; and 29 third-level indicators. Then using the analytic hierarchy process(AHP) to calculates the index weights at all levels, and take Hebei Fu Gang food co., LTD., for example to empirical test the Hebeiprovince agricultural products brand value evaluation index system. At last, this paper put forward suggestions to promote Hebei agricultural products brand value.