Research On Developing The Brands Of Farmers' Cooperatives

At the 21st century, brand economy brings new opportunities and challenges to the development of farmers'cooperatives, because brand means high value-added, high margin, high market share. Whether farmers'cooperatives have well-known brands or strong brands, was not only related to the development of their own directly, but also to socialist new countryside construction, and to the development of modern agriculture. Therefore, study on developing the brands of farmers'cooperatives has important and practical significance.Firstly, the dissertation analyzed the life cycle of farmers'cooperatives and brands through transferring life cycle theory, and took Guoxin Agricultural Research Council in Hebei Province for example, analyzed the interaction between the life cycle of farmers'cooperatives and brands.Secondly, drawing on the experience of corporate brand strategy management theory, the dissertation researched the factors which influence farmers'cooperatives development in detail——brand awareness, organizational system, products'quality and marketing, and built a theoretical model of farmers'cooperatives'brand development——"New Dragonfly model".Thirdly, from game theory and signaling theory perspective respectively, the dissertation probed the paths of developing brands of farmers'cooperatives, and established a specific model of farmers'cooperatives'brand cultivation. The model contained three parts: an internal support system, external recognition system and external support system. In the model, farmers'cooperatives were main body of brand cultivation; government was advocates, supporters and mentors; agricultural colleges and research institutes were the intellectual guarantee of brand cultivation; advertising agencies were military advisersFourthly, we obtained the first-hand information about brand development of farmers'cooperatives through questionnaires, investigating the farmers'cooperatives in Qinghe County, Hebei Province. Then, using multivariate regression model, we found the significant factors which influenced farmers'cooperatives'brand cultivation.Finally, we proposed suggestions to improving farmers'cooperatives'brand development, including cultivating all the cooperative members'co-consciousness; implementing the brand development strategies of all members; strengthening the culture construction of farmers'cooperatives; getting help from NGO to develop brands; developing the rural human resources; developing rural vocational education; probing financial innovation and so on.