Research On Evaluation And Promotion Of Regional Brand Competitiveness Of Agricultural Products Based On BP Neural Network

Regional brand of agricultural products is an important branch of agricultural varieties.Strengthening the building of agricultural regional brand can not only endorse the development of agricultural brand,but also support the advancement of regional economy and optimize the structure of agricultural industry.Among them,the strength of regional brand competitiveness of agricultural products can directly measure the level of regional brand construction.Therefore,the research on regional brand competitiveness of agricultural products provides the direction for the building of agricultural regional brand,and also delivers a new perspective for development of agricultural regional brand,so as to better drive regional economic development.This paper firstly constructs the evaluation index system: By analyzing the current situation and background of regional brand development of agricultural products,a batch of evaluation indexes are preliminarily determined according to the current situation and combined with literature research method and expert consultation method.Exploratory factor analysis and confirmatory factor analysis are used to determine the evaluation index system of regional brand competitiveness of agricultural products.The results of exploratory factor analysis show that six main components can be extracted.The evaluation index system has passed the test analysis of confirmatory factor analysis.Secondly,the evaluation index weight:this paper chooses BP neural network to weight the constructed evaluation index and exerts MATLAB programming software to get the weight value from the neural network input layer to the hidden layer and hidden layer to the input layer,and uses Excel to calculate the evaluation index weight of agricultural products regional brand competitiveness.Then designing the evaluation model: this paper designs the comprehensive evaluation model of competitive power of agricultural regional brand by the grey system theory.The evaluation model can comprehensively evaluate the regional brand competitiveness of agricultural products and provide a reference basis for improving the regional brand competitiveness of agricultural products.Finally,empirical analysis and policy suggestions: This paper selected three regional brands of agricultural products in Shanghai for empirical analysis in order to verify the reliability and universality of the established evaluation model.Through the above analysis and research,aiming at the characteristics and existing problems of the current agricultural regional brand development.Eventually,this paper come up with the suggestions and countermeasures to enhance the competitiveness of agricultural regional brands.The main innovation point of this paper is to use BP neural network method to determine the weight of agricultural products regional brand competitiveness evaluation index.It introduces the principle and process of BP neural network in the weight in detail.It uses matlab programming software to obtain the output matrix and input matrix of BP neural network,and determines the weight of index through calculation.This paper studies and analyzes the regional brand competitiveness of agricultural products and deepens the method system of studying regional brand competitiveness of agricultural products to a certain extent.The research of this paper is also helpful to solve the problems existing in the development of regional brand of agricultural products,and put forward policy suggestions for the existing problems,so as to achieve the purpose of improving the competitiveness of regional brand of agricultural products.