Research On Evaluation And Promotion Of Regional Public Brand Of Agricultural Products

In recent years,with the deepening development of economic globalization,the economic competition between regions and countries has become more and more obvious,which is reflected in the agricultural field involving the construction,operation and management of regional public brand of agricultural products,which has become one of the main means to improve the comprehensive competitiveness of modern agriculture.With the improvement of market mechanism,the cultivation and construction of public brand of agricultural products gradually changed from quantitative to qualitative.The construction of public brand of Chinese agricultural products will usher in more development opportunities in the "14th Five-Year Plan"period,which is an important path to realize brand strengthening agriculture and even agricultural power.Regional public brand,which belongs to one of the important types of agricultural brand construction,is also the focus of agricultural structure transformation and industrial upgrading in the future.Its brand value is an important means of regional economic development,local agricultural economic benefit enhancement and social benefit maximization in our country.In the construction of regional brand in our country,how to evaluate the value of agricultural products area public brand,and how to improve the study of tactics,has become the hot spot.The release of the No.1 Central Document in 2023 emphasizes the theme of brand building of agricultural products again.Taking "Pinggu Datao" in Pinggu District of Beijing as an example,based on the theory of competitive advantage,this paper conducted in-depth field investigation and research on"evaluation and promotion of regional public brand of agricultural products".The "Pinggu Big peach" industry in Pinggu District of Beijing has quickly become an important force to drive the development of local agricultural economy,improve farmers’ income and prosperity of rural society."Pinggu Big Peach" in the international and domestic market competition in the comparative advantage.Based on the analysis of the development history of Beijing Pinggu Big Peach products,the advantages and disadvantages in the market and other current situation,this paper establishes the regional public brand value evaluation index system of"Pinggu Big Peach",which involves 3 first-level indicators,11 second-level indicators and 31 third-level indicators.294 copies of valid questionnaires are issued to consumers and evaluated by means of analytic hierarchy process and multi-index comprehensive evaluation method.Then the evaluation results are analyzed in detail,and the targeted brand building promotion path is proposed.In order to further enhance the competitiveness,popularity and reputation of Beijing Pinggu Dadao agricultural products regional public brand at home and abroad,and offer suggestions for brand strengthening agriculture and promoting rural industry revitalization.