Research On Brand System Construction And Performance Evaluation Of Agricultural Science And Technology Park In Gansu Province

The patchy regional agricultural development resources and environment,diverse climatic conditions and abundant special resources in Gansu Province have created the prerequisites for the development of regional characteristic agriculture.The regional characteristic agricultural industry foundation constitutes Gansu agriculture and science and technology facing the “Belt and Road” globalization The diverse background and wide caliber of open cooperation.Some countries and regions along the “Belt and Road” line are compatible with the development of Gansu’s regionally characteristic agricultural industries.The multi-subject and multi-mechanism space clustering and innovative services of agricultural science and technology parks provide Gansu’s regionally characteristic agriculture and scientific and technological subjects to participate in the “Belt and Road” exotic environment ’S international cooperation provides a convenient model and space integration experience that can be transplanted.The agricultural science and technology park itself is a multi-functional combination,multi-link matching integration system and integration mechanism.In the era of innovation and information integration,market competition usually takes brands as the core hub,and the brands are also related.Therefore,this article believes that it is possible to upgrade and innovate the different functional modules of the park according to the brand-building and operation ideas,and refer to the market-oriented integration of the brand,and use the "brand system" to lead and guide the innovation and construction of the multi-functional system of the agricultural science and technology park.This research analyzes the brand construction progress of Gansu National Agricultural Science and Technology Park from the perspective of branding,analyzes and discusses the construction of agricultural science and technology park brand system and performance evaluation index system,and takes Tianshui National Agricultural Science and Technology Park as an example to build the brand system Performance was evaluated.Concluded as follow:1.The brand system of the National Agricultural Science and Technology Park in Gansu Province presents differentiated development characteristics.At present,the National Agricultural Science and Technology Park of Gansu Province has basically formed "base brand","industrial brand","enterprise brand","technical brand","variety brand" and "model brand".However,the development of the eight national agricultural science and technology park brand systems in Gansu Province has its own characteristics,and the level of development is also uneven.Among them,Tianshui National Agricultural Science and Technology Park has the best brand development and the most complete brand system.2.The construction of the agricultural science and technology park brand system is a complex and systematic project.To build a perfect agricultural science and technology park brand system,we must adhere to the four principles of market orientation,strengthening regional characteristics,focusing on brand alliances,and innovation-driven,positioning and planning the brand,establishing and improving a standard system,promoting the brand system,and correspondingly Evaluation in order to adjust the brand system according to market dynamics and development status in a timely manner.3.Build a quantifiable evaluation of the agricultural science and technology park brand system from the five dimensions of brand constitution(Brand Constitution),brand target(Brand Target),brand positioning(Brand Orientation),brand marketing(Brand Marketing)and brand support(Brand Support)Constructing a "CTOMS model" of performance,and using AHP to compare the weights of evaluation indicators,the results show that: brand support>brand marketing>brand positioning>brand target>brand composition,brand support affects the development of the agricultural science and technology park brand system The most important factor.Taking Tianshui National Agricultural Science and Technology Park as an example for empirical analysis,the results show that the construction performance of Tianshui National Agricultural Science and Technology Park brand system is between "general" and "better",and the overall development of various indicators is in a balanced state.