河北省农产品品牌价值评价指标体系研究

发布时间：2018-06-09 05:32

本文选题：品牌 + 农产品品牌　；参考：《石家庄经济学院》2015年硕士论文

【摘要】：随着中国市场经济的发展,越来越多的农产品企业开始感受到市场竞争的压力,走农业产业化、实施品牌战略已经成为农产品企业的选择。品牌价值评价作为品牌战略的一个重要环节,对农产品企业成功实施品牌战略有着重大意义。河北省是一个农业大省,因此对河北省农产品品牌价值评价指标体系进行研究对河北省经济发展具有重大的现实意义。构建河北省农产品品牌价值评价指标体系可以为河北省农产品企业的品牌建设提供参考,帮助企业了解品牌建设努力的成效,并为企业后续的品牌建设活动提供改进意见。本文在总结概括前人对农产品品牌价值研究成果的基础上,运用了对比分析的研究方法,将商品价值形成与农产品品牌价值形成进行对比分析,最终得出“品牌价值来源于品牌所有者为培育品牌而投入的劳动,品牌价值的大小受到市场和社会认可的影响”这一重要结论。在这一结论的基础上结合对河北省若干个农产品品牌企业的访谈调查,对河北省农产品品牌价值来源因素和影响因素进行了详细介绍和分析。在确定了河北省农产品品牌价值来源和影响因素之后,本文选择了经济价值、社会价值和生态价值三个品牌价值评价维度对河北省农产品品牌价值评价指标体系进行了设计。为了给河北省农产品企业提供一个便捷的、适用的品牌价值评价指标体系,对各级指标进行了筛选,最终构建了一个由3个一级指标、10个二级指标、29个三级指标组成的河北省农产品品牌价值评价指标体系。评价指标体系构建以后,运用层次分析法对各级指标的权重进行了测算,并以河北富岗食品有限责任公司为例对河北省农产品品牌价值评价指标体系进行了实证检验。最后提出了河北省农产品品牌价值提升的相关建议对策。
[Abstract]:With the development of Chinese market economy, more and more agricultural products enterprises begin to feel the pressure of market competition. As an important link of brand strategy, brand value evaluation is of great significance to the successful implementation of brand strategy for agricultural product enterprises. Hebei Province is a big agricultural province, so it is of great practical significance to study the evaluation index system of agricultural product brand value in Hebei province. Setting up the evaluation index system of Hebei agricultural product brand value can provide reference for Hebei agricultural product enterprise brand construction, help enterprises understand the effectiveness of brand construction efforts, and provide suggestions for further brand building activities. On the basis of summing up the previous research results on the brand value of agricultural products, this paper makes a comparative analysis of the formation of commodity value and the formation of brand value of agricultural products by using the method of comparative analysis. Finally, it is concluded that the brand value comes from the labor invested by the brand owner to cultivate the brand, and the value of the brand is influenced by the market and social recognition. On the basis of this conclusion, this paper introduces and analyzes in detail the origin factors and influencing factors of agricultural product brand value in Hebei Province, based on the interview and investigation of several agricultural product brand enterprises in Hebei Province. After determining the origin and influencing factors of the brand value of agricultural products in Hebei Province, this paper designs the evaluation index system of the brand value of agricultural products in Hebei Province from the three dimensions of economic value, social value and ecological value. In order to provide a convenient and applicable brand value evaluation index system for agricultural product enterprises in Hebei Province, the indexes at all levels were screened. Finally, an evaluation index system of Hebei agricultural product brand value is constructed, which is composed of 3 primary indexes, 10 secondary indexes and 29 third-level indexes. After the evaluation index system was constructed, the weight of the indexes at all levels was calculated by AHP, and the evaluation index system of Hebei agricultural product brand value was tested with the example of Hebei Fugang Food Co., Ltd. as an example. Finally, the paper puts forward some suggestions on the promotion of brand value of agricultural products in Hebei Province.
【学位授予单位】：石家庄经济学院
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F273.2;F324

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