Research On The Value Of Yichuan Millet Regional Public Brand

Regional public brands of agricultural products have significant advantages in enhancing product value,integrating industry resources,and leading industrial development.Therefore,promoting the construction of regional public brands of agricultural products is conducive to further promoting the structural reform of agricultural supply side and promoting the highquality development of agriculture.At present,the construction of regional public brands of agricultural products is booming throughout the country,but most of them have not achieved the expected results in brand building,and their development is facing difficulties.How to enhance the regional public brand value of agricultural products,improve brand competitiveness,and make the brand occupy a dominant position in the market competition has become a difficult problem in brand development.At present,the research of domestic and foreign scholars on the regional public brand of agricultural products mainly focuses on the connotation,characteristics and construction path of agricultural products,and the research on the value of regional public brands of agricultural products is relatively limited,especially for the early stage of brand building.In this paper,the value of millet regional public brand in Yichuan is studied deeply.On the basis of agricultural industry cluster theory,brand value theory and other relevant theories,the Porter’s competitive advantage theory is introduced to show the factors affecting the competitiveness of millet’s regional public brand in Yichuan,and the evaluation index system of Millet’s regional public brand value is established from the three dimensions of economic value,social value and ecological value.Through field investigation and questionnaire,Ahp and fuzzy comprehensive evaluation method are used to evaluate the value of millet brand in Yichuan region,and the evaluation results are demonstrated.Through the evaluation,it is found that the main limiting factors affecting the promotion of public brand value of Xiaomi in Yichuan region include brand construction investment,brand competitiveness and brand social status.Finally,it is proposed that the public brand value of Yichuan Millet can be greatly improved from the aspects of increasing construction investment,strengthening the leading responsibility of the government and passing the concept of green development.Not only has the innovation in the research field,but the research results can also provide reference for the regional public brand construction of agricultural products in the initial stage of development in various regions.