海南省品牌农产品评价指标体系的构建

BRAND EVALUATION INDEX SYSTEM OF AGRICULTURAL PRODUCTS IN HAINAN PROVINCE

关键词:  海南省 品牌农产品 评价指标体系 层次分析法 比较优势

Key words:  Hainan province  brand of agricultural products  evaluation index system  analytic hierarchy process  comparative advantage

摘要:

［目的］文章通过对海南省品牌农产品的发展现状进行描述，提出海南品牌农产品评价指标体系的构建原则，从而构建符合海南实际情况的品牌农产品评价指标体系，以便有效规范海南省农产品市场竞争行为，找出企业在品牌建设中的不足之处，提高农产品品牌的市场竞争力。［方法］研究从海南实际出发，通过问卷调研，确定了海南省品牌农产品的价值来源与影响因素，对海南农产品的品牌经济价值、品牌社会价值和品牌生态价值3个评价维度进行分层设计，并运用层次分析法对各级指标的权重进行测算。［结果］最终构建出由3个一级指标， 12个二级指标、41个三级指标组成的海南省品牌农产品评价指标体系。［结论］指标体系的构建有助于各生产企业充分发挥现有的比较优势，有利于政府根据评价指标体系来进行布局，突出重点，发挥优势，并拟定符合海南实际情况的发展政策、明确海南品牌农产品未来的发展方向，从而有效地提升海南农产品在国内及国际市场的竞争能力。

Abstract:

Based on the description of the development status of branded agricultural products in Hainan province, this paper constructed the evaluation index system of branded agricultural products in accordance with the actual situation of Hainan province, so as to effectively regulate the market competitive behavior of agricultural products in Hainan province, find out the shortcomings of enterprises in brand building, and improve the market competitiveness of agricultural products. Three evaluation dimensions including the brand economic value, the brand social value and the brand ecological value of Hainan agricultural products were constructed, and further the weights of the indicators at all levels were calculated by the analytic hierarchy process. Finally, the evaluation index system of Hainan brand agricultural products was constructed, which were composed of three first-level indicators, 12 second-level indicators and 41 third-level indicators. It concluded that the construction of the index system can help the production enterprises fully play the existed comparative advantages to promote the production, and support the government to formulate the policies of development in accordance with local conditions and develop Hainan brand of agricultural products, so as to effectively enhance the competitiveness of Hainan agricultural products in the domestic and international markets.