Research On Agricultural Products Brand Building Of Farmer Cooperatives

With the improvement of living standards of the people and the transformation of the relationship between supply and demand of agricultural products, the high-end brands and diversification of agricultural products is the main direction of the future consumer, the brand agricultural product has a very broad market. As farmer cooperatives, there is a natural link with farmers, play an increasingly important role on the upgrading the degree of organization of farmers, improving the degree of agricultural market. Cooperatives in the development process appear more constrained by capital, technology et, In brand of economic era, systematic study on Agricultural products brand building can guide the farmers’ professional cooperatives embarked on the path of development of the brand, to enhance the market competitiveness of farmer cooperatives, to promote the health and sustainable development of farmer cooperatives, so as to realize farmers to get rich through branding of agricultural products.In this paper, using comparative analysis to analyzing the advantages and disadvantages of the main agricultural brand building subjects, using game theory methods to analyzing the internal members of cooperatives during agricultural brand building, using descriptive statistical analysis to combining with the Shuangliu County’s survey data, focused on comparative analysis of the difference before and after brand-building for cooperatives:in the scale and quality of agricultural products, marketing of agricultural products, economic and social benefits,And using the fuzzy comprehensive evaluation method to evaluate a specific score before and after cooperatives brand building. Finally, using case analysis, Clear cooperatives around specific changes in brand building, and analysis the farmer cooperatives How better to embark on the path of development of the brand. And clearly aware of how to build a good brand and to provide suggestions of cooperatives brand building from cooperatives and government. Through theoretical analysis and empirical research, the conclusions of this article are as follows:(1) From the view of the main analysis, compared to the leading enterprises and industry associations to drive brand building of agricultural products, farmer cooperatives has its own characteristics in agricultural brand building. Its overall running way conducive to the unity of all the members, universal brand awareness, helping unify agricultural resources, the implementation of the technical guidance, favor of standardized production of agricultural products.(2) Game analysis by the main micro cooperatives the agricultural brand building process, there are certain contradictions between the core members and ordinary members, game equilibrium is one to carrying out brand building, and the other party sit back and enjoy. Cooperatives core members brand building, while the ordinary members hitchhike is the result of rational choice. To pay attention to guiding ordinary members in the process of brand building and strengthen the ordinary members of the technical guidance and production process supervision.(3) From the point of view of empirical analysis, after cooperatives brand building, its scale expanding, product quality enhancing, promotion and marketing diversification, the economic and social benefits improving.(4) Brand building can not be separated from cooperatives own efforts, is also inseparable from the government vigorously support. Cooperatives should culture the brand awareness, and improve the organizational system, strict product quality, strengthen the publicity and marketing to create a brand, and the role of government is to provide brand development environment and policy support.In response to the above conclusion, this study Put forward the countermeasures from the cooperatives brand building internal and external recommendations:(1) to establish brand awareness, and improve the system of organization of cooperatives, improve the quality of agricultural products, emphasis on the promotion and marketing of agricultural products;(2) Government Build good brand development environment, and make full use of the power of external capital.