基于Interbrand的海洋牧场品牌价值评估及品牌建设 以长岛北城渔业合作社为例

基于Interbrand的海洋牧场品牌价值评估及品牌建设以长岛北城渔业合作社为例

摘要: 基于修正的Interbrand品牌价值评估方法，通过计算烟台长岛北城渔业合作社的预期收益、品牌乘数、品牌强度及折现率指标，最终求出合作社的品牌价值。地理标志农产品品牌发展潜力大，能够为合作社甚至当地农产品产业带来巨大收益。总结了农业合作社在品牌建设中的价值及存在问题，并提出相关对策，以期对海洋牧场品牌建设有所裨益。

Abstract: Based on modified Interbrand brand value evaluation method, by calculating expected income, brand multiplier, brand strength and discount rate index of Yantai ChangDao Beicheng Fishery Cooperative, brand value of the cooperative was finally calculated．It can be seen that brand development potential of geographical indications agricultural products was great．It can bring huge benefits to cooperatives and even local agricultural products industry．Further, value and existing problems of agricultural cooperatives in brand construction was summarized, and relevant countermeasures were put forward, in order to be beneficial to brand construction of marine ranching．