| Under the background of rural revitalization,the development of rural industry is fundamental.The regional brand formed by agricultural products has price advantage,which is the manifestation of the scale effect of local advantageous industries,and can promote satisfied improvement of the characteristic of local intended industries.After reviewing the literature on regional brand evaluation of agricultural products,many scholars study regional brands from the perspective of industrial clusters and agricultural products,and most of their value evaluation methods are derived from the extension of income method,which has not been able to well combine the development status of domestic agricultural products with the mature brand evaluation model of foreign countries.In this thesis,the regional brand value is calculated.Based on the Interbrand brand valuation model,the residual income,brand function index and brand strength multiplier are obtained.On this basis,principal component analysis and multiple regression analysis are used as qualitative methods and fuzzy comprehensive evaluation method as quantitative methods to improve.Taking the evaluation of regional brand value of "Guilin Sand Sugar Orange" as an example,the residual income equation was established by regression of historical economic data.The weighted calculation included the residual income value of the two years before and after the base date of evaluation.The weight of brand function index was determined by the qualitative method of main analytic hierarchy process.The multiplier of brand strength was obtained by the quantitative method of fuzzy comprehensive evaluation,and then the multiplier was obtained by the formula.After the improved Interbrand evaluation model is used,the accuracy and scientificity of the results are verified and compared with the evaluation value issued by China Brand Promotion Association,so as to provide a more reasonable model for the evaluation of regional brand of agricultural products,so as to deepen the brand value evaluation research,explore the new path for local development and industrial integration of agricultural products,and empower rural revitalization. |
