农产品品牌对于提升产业价值、增强市场竞争力、推动产业升级和实现可持续发展具有重要作用,是现代农业发展的重要战略方向。本文基于行业专家和消费者问卷调查结果,采用Interbrand模型测算了崇明清水蟹（成蟹）的品牌价值。结果表明,该品牌的价值为1.09亿元,品牌处于成长期;沉淀收益增长趋势较好,市场因素成为其增长的关键因素。同时,随着崇明清水蟹（成蟹）品牌强度中不足因素的逐步完善,其品牌价值的提升越来越明显。据此,本文提出了鼓励企业扩大市场占有率、注重品牌知识产权保护、提升品牌文化独特性、加强消费者权益保护等基本建议。
Abstract
The development of agricultural products brand plays an important role in promoting industrial value, enhancing market competitiveness, promoting industrial upgrading and realizing sustainable development, and it is an important strategic direction for the development of modern agriculture. Based on the survey results of industry experts and consumers, this paper calculates the brand value of Chongming hairy crab (adult crab) by using the Interbrand Model. The results show that the value of the brand is 109 million yuan, and the brand is in the growth stage. The growth trend of precipitation income is good, and market factors become the key factors of its growth. At the same time, with the gradual improvement of the insufficient factors in the brand strength of Chongming hairy crab (adult crab), its brand value has a large room for improvement. Therefore, this paper puts forward some basic suggestions, such as encouraging enterprises to expand the market coverage, paying attention to the protection of brand intellectual property rights, enhancing the uniqueness of brand culture, and strengthening the protection of consumers' rights and interests.
关键词
农产品品牌 /
Interbrand评估模型 /
品牌价值 /
竞争力
Key words
agricultural brand /
Interbrand Model /
brand value /
competitive power
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基金
本文受“上海市中华绒螯蟹产业技术体系建设”（沪农科产字2024-4）项目资助; 感谢本文匿名审稿人的宝贵建议,文责作者自负
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