摘要
农产品品牌化是建设农业强国的关键步骤,对农产品区域品牌价值进行评估对农产品品牌化具有重要的推动作用。梳理了农产品区域品牌评估方法的研究现状,选用sinobrand模型对农产品区域品牌价值进行评估,并对品牌优势值的测算作出改进,将消费者偏好引入品牌强度评价指标后结合爬虫以及文本情感分析技术进行衡量,得到汉源花椒品牌价值为149.55亿元,验证了改进sinobrand模型的适用性,针对汉源花椒品牌价值提升提出了注重品牌保护、宣传汉源花椒品牌故事、与其他行业品牌合作等建议,以期提供参考。
The branding of agricultural products is a key step in building an agricultural power.Evaluating the regional brand value of agricultural products plays an important role in promoting the branding of agricultural products.The current research status of regional brand evaluation methods for agricultural products was reviewed.The sinobrand model was selected to evaluate the value of regional agricultural product brands,and the calculation of brand advantage value was improved.Consumer preference was introduced into the brand strength evaluation index,and then measured with crawler and text sentiment analysis technology.The brand value of Hanyuan Sichuan pepper was 14.955 billion yuan,which verified the applicability of the improved sinobrand model.Suggestions were given to enhance the brand value of Hanyuan Sichuan pepper,such as emphasizing brand protection,promoting the brand story of Hanyuan Sichuan pepper,and cooperating with other industry brands,in order to contribute to relevant research.
作者
夏雪琦
李春波
Xia Xueqi;Li Chunbo(School of Economics and Management,Southwest Forestry University,Kunming 650224,Yunnan,China)
出处
《绿色科技》
2024年第13期251-256,共6页
Journal of Green Science and Technology
