安徽省农产品品牌化发展的SWOT-AHP分析

SWOT-AHP Analysis of Branding Development of Agricultural Products in Anhui Province

农产品品牌化发展是加快实施乡村振兴战略、推进农业供给侧结构性改革的关键举措,也是提升区域农业影响力和竞争力,实现农业增效、农民增收的重要途径。安徽省农产品资源丰富,但品牌化发展成效却不尽人意。通过使用SWOT分析法对安徽省农产品品牌化发展的现状归纳总结,在获得有利因素、不利因素、面临机会与威胁的基础上,利用层次分析法进一步确定各项具体评价指标权重及力度。借鉴和改进雷达图表现形式直观比对并发现问题,最终确定品牌化发展以增长型战略为基础战略,扭转型战略为核心战略,并提出相应的对策建议。

The brand development of agricultural products is a key measure to accelerate the implementation of the rural revitalization strategy and promote the agricultural supply-side structural reform.It is also an important way to enhance the influence and competitiveness of regional agriculture,realize agricultural efficiency and increase farmers’income.Anhui Province is rich in agricultural products resources,but the effect of brand development is not satisfactory.By using SWOT analysis method summarizing the current situation of agricultural product branding development in Anhui Province,and on the basis of obtaining favorable factors,unfavorable factors,opportunities and threats,analytic hierarchy process is used to further determine the weight and strength of each specific evaluation index.Using radar chart for reference and improving it,a direct comparison is made and the problems are found out,finally the branding development is determined to take SO strategy as the foundation strategy and WO strategy as the core strategy,and the corresponding countermeasures and suggestions are put forward.