The Development And Brand Development Of Farmer Cooperatives: Perspective Of The Cultural Strategy

With the " Farmer Specialized Cooperative Law " promulgated and implemented. Farmer cooperatives established market players and promote its rapid development. In recent years, although the number of cooperatives, there are breakthroughs on the scale, but its quality is still very difficult in developing and developed regions of the co-integration. Especially in the current market-oriented agricultural products to further increase competition in domestic and international agricultural markets become more prominent in the agricultural era of brand management. How can we break through its own development co-bottleneck, enhance their competitive strength, as worthy of attention and study. Third Plenary Session of the Party made it clear that support for farmer cooperatives to speed up development, to lead farmers to become involved in domestic and overseas markets of the modern agricultural business organizations. Therefore, to accelerate brand development cooperatives, and take the road of brand management has become a realistic choice for the development of cooperatives. Brand development of cooperatives is not only conducive to improving the competitiveness of products, but also to effectively increase their income, improve agricultural efficiency, and enhance rural vitality and building a new socialist countryside and the development of modern agriculture a reality. Start from the theoretical analysis of the article, standing on a high degree of culture, strategic perspective, in-depth exploration of brand development for farmer cooperatives is proposed to give full play to culture the role of the brand development of cooperatives, to enhance the overall strength of cooperatives. In the text in the content structure, in addition to the introduction and conclusion are divided into six parts:Part I the development of farmer cooperatives and brand development. Development process from the farmer cooperatives, international experience, the status quo of brand development to proceed, standing under the perspective of the cultural strategy of the farmer cooperatives to clarify the meaning the brand, features, and basic conditions produced, farmers cooperatives analyzed in brand development Factors and practical significance, the final proposed strategic vision and cultural professional farmers cooperatives under the brand development principles.Part II Strategic Perspective on Culture of farmers cooperatives brand development model.Cultural strategy in his discussion of the meaning, advantages and competitiveness and cooperative relations between culture, based on the emphasis from customers, competitors, the public, price competition point of view of the impact of farmer co-culture of brand development for strategic factors to construct a set of Based on the customer-brand development co-brand relationship model of the cultural strategy.Part III Put the culture diagnosis, planning, import and management into Brand development for farmer cooperatives. According to the article on the front part of the content analysis, the article proposes the strategic perspective based on cultural brand development for farmer cooperatives logical inference framework, that is, the brand development for farmer cooperatives cultural diagnosis, planning, import and management of four core elements.Part IV The XinLian kelp cooperatives of Xiapu inFujian Province that the Cultural Interpretation of brand development. Ministry of Agriculture, farmer cooperatives to demonstration sites-XinLian kelp professional cooperatives as the research object, which combines the content and framework of three parts, explores in depth the strategic perspective of culture associated kelp Xin experience of brand development for cooperatives revelation And analyzes the constraints of the co-brand development for the cultural factors, to drive the co-culture of brand development for countermeasures.Part V Case Study:Fujian Province, the Ministry of Agriculture of 25 cooperative organizations of farmers demonstration of professional development of China. According to the theory and earlier on the basis of case studies, articles from the perspective of the cultural strategy brand development in Fujian 25 cooperatives better demonstration of community-level empirical research carried out by research hypotheses, drawn from the analysis, the brand is Development of cooperatives, cooperative culture and the close link in the brand development, brand development of cooperatives in the proposed to establish a cultural guide.Part VI Promote the brand of Farmer cooperativesdevelopment strategy for the Cultural Strategy. In order to further strengthen and expand co-operative, promoting cultural co-brand development strategy, the article proposed to further speed up the reform of the rural household registration system; establish regional farmer cooperatives; the establishment of farmer cooperative unions; run cooperative schools; co-founder of public relations firms; building Farmer cooperatives network engineering.