Study On Brands Of Regional Agricultural Products With Peasant's Specialized Cooperative Organization

Promoting brand management of agricultural products, and taking the road of industrialization of agriculture, means the historical process in which China completed the transformation of traditional agriculture to modern agriculture. Regional agricultural product brands which are more large-scale, with higher market share and greater foreign influence within the specific region, play increasingly important roles on promoting the development of regional economy, and improving industrialization of agriculture. As an intermediary organization, specialized cooperative organization of farmers is an "institutional arrangement" or "action group" in the market economy, which plays the role of being the connecting link between farmers and the market. It also is the organizer of trade of agricultural products, and can reduce transaction costs, promote brand and industrial development of agricultural products.Specialized cooperative organizations of farmers, being an important institutional innovation of rural economy and organizational innovation to resolve conflicts on peasant economy and market economy, are increasingly important. However, in terms of the current state of development, the specialized cooperative organizations of farmers in China are still relatively low level of development. Especially in underdeveloped areas in the Northwest, the development of specialized cooperative organizations of farmers is not optimistic, which directly affects they playing the role on the operating of the local agricultural brands.Through analysis on development status of "Minqin Licorice" brand and Minqin "Western Men" brand, this article using the theory of organizational communication with the related theories of brand communication, from the specialized cooperative organizations of farmers which are the importance subject of brand management under the new situation, based on the main line of brand building of regional agricultural products, this article attempts to explore the specific ideas and countermeasures of the brand development of regional agricultural products in China under the current situation.