Research On Ecosystem Health Evaluation Of Geogr Aphical Indication Brand Of Agricultural Products

Geographical indication brand of agricultural products is the foundation of regional public brand construction,an important type of agricultural product brand,and an important carrier to build national brand.In the increasingly competitive market environment,the good development of geographical indications of agricultural products plays a very important role in the local government,industry associations,farmers,enterprises and consumers of agricultural products.However,under the current economic background,the development of geographical indications of agricultural products is not optimistic,and there are many problems,such as: It is difficult to give full play to its brand value and maintain its advantage in the fierce competition market.Therefore,it is necessary to change the traditional brand management mode and look at the development of geographical indications of agricultural products from the perspective of brand strategic management.This paper studies the development of geographical indication brand of agricultural products from the systematic theory of ecology,grasp the overall dynamic development direction of geographical indication of agricultural products,so as to achieve the increase of farmers’ income,agricultural efficiency and rural development.This paper introduces in detail the concept of brand ecosystem of geographical indications of agricultural products,the weight determination process of analytic hierarchy process and the specific steps of TODIM evaluation method.Taking geographical indications of agricultural products as the research object,starting from the perspective of stakeholder theory,The ecological health evaluation index system of geographical indication brand of agricultural products,including 10 primary indexes and 31 secondary indexes,was constructed from three aspects of agricultural products themselves,main ecological factors and environmental ecological factors combined with relevant literature at the present stage.In this paper,questionnaires are sent to experts,and the weights of indicators are determined by AHP.Based on the results,factors affecting the healthy development of the ecosystem of geographical indication brands of agricultural products are determined.Then,the qualitative index data obtained from the score sheet and the quantitative index data collected through the statistical yearbook were combined to construct the ecosystem health evaluation model of geographical indication brands of agricultural products with the expanded TODIM method.Finally,four representative geographical indication brands of agricultural products in Shandong Province were studied.The results showed that Yantai Apple brand ecosystem had the best health status,followed by Mengyin peach brand ecosystem,Feicheng peach brand ecosystem,and Laiyang Pear brand ecosystem.The evaluation model was verified to be reasonable,effective and operable.According to the evaluation results,corresponding suggestions were put forward from the government level,enterprise level,industry association level,farmer level and consumer level to promote the healthy development of agricultural geographical indication brand ecosystem.