海南省品牌农产品评价指标体系的构建

发布时间：2018-03-03 04:15

本文选题：海南省　切入点：品牌农产品　出处：《中国农业资源与区划》2017年07期 　论文类型：期刊论文

【摘要】：[目的]文章通过对海南省品牌农产品的发展现状进行描述,提出海南品牌农产品评价指标体系的构建原则,从而构建符合海南实际情况的品牌农产品评价指标体系,以便有效规范海南省农产品市场竞争行为,找出企业在品牌建设中的不足之处,提高农产品品牌的市场竞争力。[方法]研究从海南实际出发,通过问卷调研,确定了海南省品牌农产品的价值来源与影响因素,对海南农产品的品牌经济价值、品牌社会价值和品牌生态价值3个评价维度进行分层设计,并运用层次分析法对各级指标的权重进行测算。[结果]最终构建出由3个一级指标,12个二级指标、41个三级指标组成的海南省品牌农产品评价指标体系。[结论]指标体系的构建有助于各生产企业充分发挥现有的比较优势,有利于政府根据评价指标体系来进行布局,突出重点,发挥优势,并拟定符合海南实际情况的发展政策、明确海南品牌农产品未来的发展方向,从而有效地提升海南农产品在国内及国际市场的竞争能力。
[Abstract]:[objective] by describing the current situation of brand agricultural products in Hainan Province, the paper puts forward the principles of constructing the evaluation index system of Hainan brand agricultural products, and thus constructs the evaluation index system of brand agricultural products in line with the actual situation of Hainan Province. In order to effectively standardize the competition behavior of Hainan agricultural products market, find out the deficiencies of enterprises in brand building, improve the market competitiveness of agricultural products brands. [methods] from the actual situation in Hainan, through questionnaire investigation, The value sources and influencing factors of Hainan's brand agricultural products are determined, and the three evaluation dimensions of Hainan agricultural products' brand economic value, brand social value and brand ecological value are designed at different levels. Finally, the evaluation index system of Hainan brand agricultural products composed of 3 first-grade indexes, 12 second-class indexes and 41 third-grade indexes was constructed. [conclusion] the index system of brand agricultural products in Hainan Province was established. The construction of the standard system will help the production enterprises to give full play to their existing comparative advantages. It is advantageous for the government to layout according to the evaluation index system, to highlight the key points, to give play to its advantages, and to draw up a development policy in line with the actual situation in Hainan, so as to clarify the future development direction of Hainan's brand agricultural products. In order to effectively enhance the competitiveness of Hainan agricultural products in the domestic and international markets.
【作者单位】：中国热带农业科学院科技信息研究所;
【基金】：海南省应用技术研发与示范推广专项“海南省品牌农产品总体评价指标体系构建与应用研究”(ZDXM2015136)
【分类号】：F323.5

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