基于Interbrand模型的山西农产品地理标志品牌价值评估研究

The evaluation of the value of agricultural brands with geographical indication

品牌能兴农,商标能富农,发展农产品地理标志对优化农业结构,提升农业竞争力有重要作用。以山西省某地理标志农产品为例,基于2008-2012年农产品地理标志使用企业的生产销售数据和基层管理部门的宏观数据,采用Interbrand模型测算了农产品地理标志价值。结果表明,该农产品地理标志价值2849.8万元,品牌处于成长期;沉淀收益增长趋势良好,销售量成为其增长的关键因素,但品牌强度实力中等偏弱,市场地位、行销范围、品牌趋向的竞争优势发挥有限。随着沉淀收益较好增长势头继续保持,品牌强度中不足因素逐步完善,品牌价值具有较大提升空间。据此,提出了企业应发挥现有贸易格局优势,优选品牌化战略,提升品牌竞争力;政府应提供"订制式"服务,完善政策支持体系,企业完善品牌保护体系等政策建议。

Brands promote the development of agriculture and improve farmers＇ income. The development of agricultural products of geographical indications plays an important role in optimizing agricultural structure and enhancing the competitiveness of agriculture. Using the sales data of enterprises and macro data of management agencies at the grass-root level from 2008 to 2012, this paper adopts an Interbrand model to evaluate the value of agricultural brands with geographical indications in Shanxi province. Results show that the brand value of this geographical indication of agricultural brand in Shanxi is 28.498 million Yuan, and the product was being in the growth-period. At the same time, residual earnings showed good growth trend, and the sales volume has been the key factor. But it also showed that the brand strength was limited, and the competitive advantage of market position, market range, and brand pattern played a limited role. When the increasing trend of the residual earnings is maintained and the strength of the brands can overcome the weakness gradually, the value of the brand with geographical indication will be improved significantly. Finally, this paper suggests that enterprises should take advantage of the existing trade patterns, upgrade the brand development strategy, enhance the brand competitiveness, and improve the brand protection system. While the government should provide the ＂customized＂ service to improve the policy support system for agricultural brand management.