2023年10月Oct.2023第47卷第5期Vol.47，No.5热带农业工程TROPICALAGRICULTURALENCINEERING兰州市高原夏菜区域品牌生态系统建设研究赵雨阳1李朝辉1李睿2（1甘肃农业大学财经学院甘肃兰州730070；2西宁市绿色发展研究院青海西宁810000）摘要随着我国经济进入高质量发展时期，人们的消费需求逐渐呈现出多元化与个性化特征，农产品品牌化建设已成必然选择。本文结合兰州市高原夏菜区域品牌建设的实际，运用AHP层次分析法和模糊综合评价对兰州市高原夏菜区域品牌的生态环境进行评测，从4个品牌子系统分析区域品牌的建设情况，并提出相应对策建议。结果表明，兰州高原夏菜区域品牌生态系统发展水平得分为75.601分，一级指标得分排序为品牌生产子系统（77.683分）＞品牌环境子系统（76.588分）＞品牌支撑子系统（74.697分）＞品牌销售子系统（72.020分），各一级指标得分均为一般等级。关键词品牌生态系统；农产品区域品牌；品牌建设；高原夏菜中图分类号F326.13ResearchontheConstructionofRegionalBrandEcosystemofHighlandSummerVegetablesinLanzhouCityZHAOYuyang1LIZhaohui1LIRui2(1CollegeofFinanceandEconomics,GansuAgriculturalUniversity,Lanzhou,Gansu730070;2XiningGreenDevelopmentResearchInstitute,Xining,Qinghai810000)AbstractAsChina'seconomyentersaperiodofhigh-qualitydevelopment,people'sconsumptiondemandgraduallypresentsthecharacteristicsofdiversificationandindividualization,andbrandbuildingofagriculturalproductshasbecomeaninevitablechoice.Inthispaper,basedonthepracticeofregionalbrandbuildinginNatsuna,LanzhouPlateau,theecologicalenvironmentofregionalbrandinNatsuna,LanzhouPlateauisevaluatedbyAHPandfuzzycomprehensiveevaluation,andthesituationofregionalbrandbuildingisanalyzedfromfourbrandsubsystems,andcorrespondingcountermeasuresandsuggestionsareputforward.TheresultsshowthatthescoreoftheregionalbrandecosystemdevelopmentlevelinNatsunaofLanzhouPlateauis75.601,andtherankingofthefirst-levelindicatorsisasfollows:brandproductionsubsystem(77.683)>brandenvironmentsubsystem(76.588)>brandsupportsubsystem(74.697)>brandsalessubsystem(72.020),andthescoresofallthefirst-levelindicatorsaregeneral.Keywordsbrandecosystem;regionalbrandofagriculturalproducts;brandbuild...
