农产品区域公用品牌价值评价——以江永香柚为例  

Evaluation of Regional Public Brand Value of Agricultural Products——Taking Jiangyong Pomelo as an Example

作　　者：莫鸣[1] 高兰兰 MO Ming;GAO Lanlan(Business School,Hunan Agricultural University,Changsha 410128)

机构地区：[1]湖南农业大学商学院,长沙410128

出　　处：《食品工业》2021年第4期427-433,共7页The Food Industry

基　　金：湖南乡村振兴战略研究院智库研究项目(19ZK09)。

摘　　要：近年来,随着农业供给侧结构性改革深化,公用品牌建设已经成为农产品由数量向质量改革转变的重要抓手,成为提升农业综合效益的重要举措。基于综合视角,从品牌的经济、社会和生态三个维度构建了由31个三级指标组成的农产品区域公用品牌价值评价体系,运用层次分析法计算出各指标权重指数,即经济价值(权重0.591 3)、社会价值(权重0.185 2)、生态价值(权重0.223 5)。同时,运用该评价指标体系对江永香柚区域公用品牌进行实证分析,并从产品内涵建设、政府职能、绿色发展三个方面提出具体政策建议。In recent years, with the deepening of agricultural supply-side structural reform, public brand building has become an important starting point for the transformation of agricultural products from quantity to quality, and an important measure to improve the comprehensive agricultural benefits. Based on comprehensive perspective from the brand of the economic, social and ecological three dimensions constructed by 31 three-level index of regional public brand value evaluation system of agricultural products, the analytic hierarchy process(ahp) to calculate the index weight index is applied, namely the economic value(0.591 3), social value(0.185 2) and ecological value(0.223 5). At the same time, this evaluation index system is used to make an empirical analysis of public brand in Jiangyong pomelo area, and specific policy suggestions are put forward from three aspects: product connotation construction, government function and green development.

关 键 词：农产品区域公用品牌 品牌价值评价 层次分析法 江永香柚 

分 类 号：F323.5[经济管理—产业经济] F326.13