县域农产品品牌价值量化评估模型构建与实证研究——基于“双百行动”政策视角

Abstract

To promote quality improvement and efficiency enhancement of county-level agricultural product brands and facilitate rural revitalization, this study focuses on agricultural product brands in eastern, western and northern Guangdong. Taking typical county-level agricultural product brands in this region from 2021 to 2025 as samples, this paper constructs a dedicated quantitative evaluation model by adopting literature research, field investigation and model analysis, so as to measure brand value and verify the effectiveness of the model. Furthermore, the PEST analysis and Porter’s Five Forces Model are applied to analyze the macro and industrial environments of the brands, and the SWOT analysis is used to examine their strengths and weaknesses. The results indicate that the brand value of agricultural products in eastern, western and northern Guangdong presents obvious gradient differentiation, with market operation and sustainable development as the core shortcomings. To enhance the brand value of county-level agricultural products in the future, it is necessary to clarify brand positioning, implement differentiated competition strategies, establish a matrix-based brand system, and build a three-dimensional linkage incubation mechanism involving governments, platforms, universities and research institutions. For final implementation, a standardized support system for brand operation should be established, hierarchical training materials developed, phased incubation, implementation and promotion carried out, and dynamic monitoring, evaluation and long-term iterative optimization conducted. 为推动县域农产品品牌提质增效，助力乡村振兴，研究聚焦粤东西北农产品品牌，选择该区域2021-2025年典型县域农产品品牌为样本，结合文献研究、实地调研、模型分析法等，构建专属量化评估模型，对品牌价值进行测算并验证模型的有效性。然后采用PEST法、波特五力模型分析品牌的宏观、行业环境，采用SWOT法分析品牌的优劣势。结果显示粤东西北农产品品牌价值梯度分化情况明显，核心短板为市场运营和可持续发展。未来县域农产品品牌价值的提升还需找准品牌定位，实施差异化竞争策略，构建矩阵化品牌体系和政府、平台院校的三维联动孵化机制。最终落地实施时，还需搭建品牌运营标准化支撑体系，开发分层培训材料，分阶段孵化实施和落地推广，动态监测评估和长效迭代优化。