Brand Cultivation Of Farmer Specialized Cooperatives Based On Culture Perspective

The 3rd Plenary Session of the 17th Central Committee of the Communist Party of China pointed out clearly that we should speed up the development of farmer specialized cooperatives and make them modern agricultural management organizations which lead farmers to take part in the competition of domestic and foreign markets. The No.1 Document of the Party in 2009 also pays close attention to farmer specialized cooperatives and gives a series of opinions aimed at accelerating the development of farmer specialized cooperatives, which makes clear the significance of farmer specialized cooperative development.In recent years, although farmer specialized cooperatives in Fujian have made progress in quantity, quality and scale, there is still a gap compared with those in other provinces. In the competitive age of agricultural brands, advancing the brand cultivation of farmer specialized cooperatives is not only beneficial for farmer specialized cooperatives in Fujian to solve the problems in development effectively, but is helpful in increasing farmers'incomes and agricultural profits. From the angle of culture, this dissertation begins with theoretical analysis and discusses the issue of the brand cultivation of farmer specialized cooperatives in Fujian. Apart from the introduction, this dissertation can be divided into five parts:Part I deals with the brand bottlenecks in the development of farmer specialized cooperatives. Beginning with the development process and current situations of farmer specialized cooperatives in China, this part illustrates the connotations, features and basic conditions of farmer specialized cooperative brands, analyzes the forms and effects of the brand bottlenecks of farmer specialized cooperatives as well as the characteristics and practical meanings of the brand cultivation of farmer specialized cooperatives.Part II deals with the cultural factors for the growing of farmer specialized cooperative brands. Based on connotations and features of culture as well as the relationship between culture and brand, this part analyzes the cultural factors which promote the growth of farmer specialized cooperative brands, holding that internal cultural factors include cooperative culture and individual culture while external cultural factors involve systematic culture, producing group culture and regional culture, which consist of three levels—the government, the industry and the society.Part III focuses on the brand cultivation strategies of farmer specialized cooperatives from the angle of culture. Combining the former two parts, this part builds up a research framework of the brand cultivation of farmer specialized cooperatives from the angle of culture, including four key factors—cultural diagnosis, cultural designing, cultural introduction and cultural administration.Part IV analyzes the case of Zhentian Tea Cooperative in Anxi from the angle of culture. Taking the example of Zhentian Tea Cooperative in Anxi, an exemplary organization of farmer specialized cooperatives by the Agriculture Ministry, this part discusses the experience and enlightenment given by Zhentian Tea Cooperative from the angle of culture and the cultural obstacles to its development, and comes up with cultural strategies to promote cooperative brand development.Part V puts forward suggestions for policies promoting brand development of farmer specialized cooperatives, including carrying out standardized production further, encouraging and supporting farmer specialized cooperatives'creating brands, bettering relevant comprehensive services, strengthening brand protection and building up cultural atmosphere of brand cultivation.