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.
Key words
agricultural brand /
Interbrand Model /
brand value /
competitive power
{{custom_sec.title}}
{{custom_sec.title}}
{{custom_sec.content}}
References
[1] 周梦. 基于Interbrand模型的新式茶饮企业品牌价值评估[D].西南财经大学,2022.
[2] Majerova J,Kliestik T.Brand Valuation as an Immanent Component of Brand Value Building and Managing[J].Procedia Economics and Finance,2015(26):546-552.
[3] Quark A A.Agricultural commodity branding in the rise and decline of the US food regime:from product to place-based branding in the global cotton trade,1955-2012[J].Agriculture and Human Values,2015,32(4):777-793.
[4] Erpeng W,Zhenzhen L,Zhifeng G,et al.Consumer preferences for agricultural product brands in an E-commerce environment[J].Agribusiness,2022,38(2):312-327.
[5] 符国群. Interbrand品牌评估法评介[J].外国经济与管理,1999(11):37-41.
[6] 邹文涛. 基于INTERBRAND模型的生鲜品品牌价值评估方法及应用[D].华中农业大学,2006.
[7] 卢泰宏. 品牌资产评估的模型与方法[J].中山大学学报(社会科学版),2002(3):88-96.
[8] 郭倩倩,宋敏,周元春等.基于Interbrand模型的山西农产品地理标志品牌价值评估研究[J].农业现代化研究,2015,36(3):450-455.
[9] 李娜娜,周小婷,张红霞等.基于Interbrand的地理标志农产品品牌价值量化评估研究——以柞水木耳为例[J].湖北农业科学,2021,60(10):156-161.
[10] 李保婵,苏琳,梁蓓蓓.基于改进Interbrand模型的地理标志农产品品牌价值评估——以广西平果桂中花猪为例[J].中国资产评估,2024(1):14-22.
[11] 张弢,康金利.基于Interbrand模型的汽车品牌资产评估实证研究——以上汽?长安汽车品牌为例[J].工业技术经济,2016,35(5):42-51.
[12] 顾海兵,张安军.区域品牌价值估计:方法与实例[J].南京社会科学,2010(12):11-15.
[13] 马骏. 品牌价值评估方法及应用[D].重庆工商大学,2012.
[14] 胡奕. 区域特色农产品品牌价值评估研究[D].江西财经大学,2021.
[15] 徐梦笛. 基于改进Interbrand模型的品牌价值评估研究[D].云南财经大学,2022.
[16] 金晨. 基于Interbrand模型的体育品牌价值评估研究[D].江西财经大学,2020.
[17] 李灿,辛玲.调查问卷的信度与效度的评价方法研究[J].中国卫生统计,2008(5):541-544.
[18] 胡群娟. 基于改进的Interbrand模型的企业品牌价值评估[D].广西科技大学,2022.
[19] 许燕. 基于Interbrand模型的青岛啤酒品牌价值评估[D].青岛理工大学,2016.
[20] 朱晓琴,任亚昆.基于Interbrand模型的地理标志产品价值评估中品牌强度的改进研究——以柳州螺蛳粉为例[J].桂林师范高等专科学校学报,2023,37(6):17-25.
[21] 邵婉青,边瑞.Interbrand评估模型在新能源汽车行业应用研究[J].合作经济与科技,2024(5):132-134.
[22] 肖浪. 基于生态经济理论的地理标志区域品牌价值评估研究[D].天津财经大学,2021.
PDF(866 KB)
