Abstract: With the further advancement of the rural revitalization strategy, how to evaluate the value of the regional public brand of agricultural products has become an important topic of agricultural brand research. At present, there was a lack of specific and in-depth research on financial elements and brand value of agricultural products. Based on the perspective of financial analysis, the evaluation index system of regional public brand value of agricultural products was constructed. Taking Ankang selenium rich tea in Shaanxi province as an example, the analytic hierarchy process method and fuzzy comprehensive evaluation method were used to comprehensively evaluate the Ankang selenium rich tea, in order to provide basis for stakeholders to make effective decisions.

Key words: financial analysis, regional public brand, analytic hierarchy process method, fuzzy comprehensive evaluation method, value evaluation