新疆区域农业品牌价值最大化及其评价指标与模型

基于对区域农业品牌和新疆区域农业品牌发展的研究综述,应用产品整体概念理论探讨了新疆农产品多层面产品要素的品牌化和综合品牌价值最大化,分析了支撑新疆农产品品牌价值最大化的产业链管理与创新,构建了新疆农业品牌价值最大化评价指标体系,并请新疆的11位农业专家进行评分,应用AHP方法得到了各指标的权重,构建了定量评价模型,以库尔勒香梨为案例,应用模糊综合评价方法测度了特定农产品品种的区域品牌价值,明确了新疆区域农业品牌发展面临的薄弱环节,为新疆政府和企业的品牌农业决策提供了理论依据.

The Evaluation Indicators and Model about Value Maximization of Agricultural Regional Brands in Xinjiang

Based on research summary on the development of regional agricultural brand and Xinjiang agricultural brand,the paper applies the theory of product overall concept to discuss the branding of Xinjiang Agricultural multifaceted product elements and the maximization of integrated brand value.The paper analyzes the industrial chain management and innovation supporting the maximization of Xinjiang agricultural product brand value. The paper constructs an evaluation indicator system of maximizing Xinjiang agricultural brand value,and applies AHP to calculate the weight of every indicator through Xinjiang's 11 agricultural experts' rating.Finally the paper constructs a quantitative evaluation model and takes Korla Pear as a case to measure the regional brand value of certain agricultural variety by fuzzy comprehensive evaluation method.The conclusion clears the weak links that Xinjiang regional agricultural brand development faces and provides a theoretical basis for the Xinjiang government and corporate agricultural brand decision-making.