Research Article
Research on the Evaluation of the Effect of Agricultural Brand Management Based on AHP+DEMATEL Model
@INPROCEEDINGS{10.4108/eai.9-12-2022.2327738, author={Siyuan Chen and Meigui Li and Liwen Yang and Xinyue Lou}, title={Research on the Evaluation of the Effect of Agricultural Brand Management Based on AHP+DEMATEL Model}, proceedings={Proceedings of the 4th Management Science Informatization and Economic Innovation Development Conference, MSIEID 2022, December 9-11, 2022, Chongqing, China}, publisher={EAI}, proceedings_a={MSIEID}, year={2023}, month={3}, keywords={brand management; effectiveness evaluation; de-matel method; ahp model}, doi={10.4108/eai.9-12-2022.2327738} }- Siyuan Chen
Meigui Li
Liwen Yang
Xinyue Lou
Year: 2023
Research on the Evaluation of the Effect of Agricultural Brand Management Based on AHP+DEMATEL Model
MSIEID
EAI
DOI: 10.4108/eai.9-12-2022.2327738
Abstract
In this paper, through the analysis of the current situation of the management of agricultural products regional public brand, the AHP model is used to explore 20 factors affecting the effect of the management of agricultural products regional public brand, and the initial weights of indicators are revised and the final weights are obtained by combining with the DEMATEL method. It was found that the operability of brand strategy, traceability of quality and safety, integrity of quality monitoring system, application level of scientific and technological innovation, and brand positioning on value enhancement degree were the five main influencing factors. Finally, rationalization suggestions for the management of agricultural products regional public brands are proposed to promote the healthy development of agricultural products regional public brands.