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

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.