The Research On The Performance Evaluation Of The Vegetable Cooperatives

The establishment of the household contract system in rural China provided an effective incentive mechanism for the microeconomic subject. At the same time, it also put farmers at the frontier of the market, facing a variety of possible risks independently. However, individual farmers are weak and are in a weak position confronting the market. In this context, the farmers’ professional cooperatives as a new economic organization, not only contribute to the connection between the "small production" and the "big market", but also benefit the agricultural development while promoting the harmonious development of urban and rural areas, and increasing the income of the peasants. Wangdu County, blessed with its fertile land and abundant water resources, is an excellent place for the development of vegetable industry. In this research, the investigation and empirical analysis were did on the vegetables professional cooperatives in Wangdu County, thus to know the development status of the vegetable industry in the county on one hand, and to construct the performance evaluation index system on the other hand. The study analyzed the performance of vegetable cooperatives, providing a basis for the manager to evaluate the cooperatives, and for the government to support the cooperatives. The research has practical significance for helping the vegetable cooperatives to develop healthily and sustainably.The article adopts the method of combining qualitative analysis with quantitative analysis. The research object was Wangdu County vegetables professional cooperatives. Field investigation was conducted to obtain a large amount of data and information, after which the analysis was did on the development status of the vegetable industry and vegetables cooperatives in Wangdu County. The result showed that the Wangdu vegetable cooperatives had the following main problems: the development scale is small and the spread range is narrow; the affecting range is limited; the distribution channels are traditional; the access to the market information is single; the internal system is imperfect; lack of funds; the consciousness of performance evaluation is weak. Based on the above problems, a set of performance evaluation index system is constructed, and the empirical research of vegetable cooperatives in Wangdu County is carried out by using AHP. The research found that the development among cooperatives is unbalanced, and the overall performance of the cooperatives still has a lot of room for improvement. Besides, it also showed that the cooperatives with higher overall performance share some common characteristics, which mainly focused on the high education level of the chairman in cooperatives, higher annual net earnings, a higher degree of satisfaction from members of cooperatives, more attention to ecological environment construction, more scientific and technical personnel in cooperatives, and higher sales growth rate.Measures and suggestions are provided in this article on the development of the vegetables professional cooperatives in Wangdu County: strengthen the training to the chairman and members; pay more attention to find new distribution channels; establish brand awareness; strengthen the cooperation with leading enterprises; choose the supporting object by considering the performance of cooperatives.