基于改进Interbrand模型的地理标志农产品品牌价值评估——以广西平果桂中花猪为例  

Brand Value Evaluation of Geographical Indication Agricultural Products on Improved Interbrand Model——Taking Pingguo Guizhong Spotted Pig in Guangxi as an Example

作　　者：李保婵[1] 苏琳[1] 梁蓓蓓 Li Baochan;Su Lin;Liang Beibei(Guangxi University Of Finance And Economics,Guangxi Nanning,530003)

机构地区：[1]广西财经学院,广西南宁530003

出　　处：《中国资产评估》2024年第1期14-22,共9页Appraisal Journal of China

基　　金：2022年国家社会科学基金项目“基于目标导向的政府购买乡镇社工站服务绩效评估研究”(批准号22BSH129)。

摘　　要：地理标志农产品品牌作为一种特殊的农产品品牌,比一般农产品品牌能够产生更多品牌溢价,地理标志农产品的品牌战略关系到农村振兴战略的落实。依据地理标志农产品品牌的价值来源和影响因素,选取Interbrand评估模型,并对Interbrand评估模型进行超额收益测算和品牌强度因素进行优化,以广西平果市的地理标志农产品“平果桂中花猪”作为品牌价值的评估对象,评估平果桂中花猪的品牌价值,并验证优化后的评估结果,对Interbrand评估模型涉及的超额收益测算和品牌强度优化合理性进行总结,最后提出加大平果桂中花猪品牌宣传力度、建立平果桂中花猪追溯信息系统、挖掘平果桂中花猪品牌情感附加价值等建议。As a special type of agricultural product brand,geographical indication agricultural product brands can generate more brand premiums than general agricultural product brands.The brand strategy of geographical indication agricultural products is related to the implementation of rural revitalization strategy.Based on the value sources and influencing factors of geographical indication agricultural product brands,the Interbrand evaluation model is selected,and the excess returns and brand strength prediction of the Interbrand evaluation model are optimized.The geographical indication agricultural product“Pingguo Guizhonghua Pig”in Pingguo City,Baise City,Guangxi is used as the evaluation object for brand value.The brand value of Pingguo Guizhonghua Pig is evaluated,and the optimized evaluation results are verified,Summarize the rationality of predicting excess returns and optimizing brand strength factors involved in the Interbrand evaluation model,and finally propose suggestions to increase the promotion of the Pingguo Guizhong Huazhu brand,establish a Pingguo Guizhong Huazhu traceability information system,and explore the emotional added value of the Pingguo Guizhong Huazhu brand.

关 键 词：地理标志 品牌价值 Interbrand评估模型 平果桂中花猪 

分 类 号：F270[经济管理—企业管理]