Research On Key Success Factors Of Brand Building For Farmer Professional Cooperatives

As the farmers’ professional cooperatives law enacted in our country, the farmers’professional cooperatives’ main body status in the market has been graduallyestablished, at the same time, they also promote the farmers’ professionalcooperatives’ rapid development. In recent years, although the farmers’ professionalcooperatives have achieved breakthrough progress on the number and size, but thedevelopment of the quality can hardly keep up with which of the developed countriesor regions. Currently, agricultural marketization degree of agricultural products hasgradually increased, so the market competition of domestic and foreign agriculturalproducts increasingly highlight the characteristics of the agricultural brandmanagement. Therefore, promoting the farmers’ professional cooperativesbreakthrough development bottleneck, enhance their own competitiveness, has beenscholars’ concern.Farmers’ professional cooperatives through the shaping of the brand to improvethe market competitiveness of their products, its both helpful to their standardizeproduction, efficiency improvement, and to get integrated marketing, brand premium,and finally to raise the income level of farmer members, driving the development ofthe region. This article selects the farmers’ professional cooperatives branding as thebreakthrough point, start from the angle of key success factors influencing farmers’professional cooperatives branding to study. First, this paper starts with a literaturereview on the farmers’ professional co-operatives, branding, the balanced scorecardtheory and the critical success factors, it lays the theoretical foundation for follow-upstudy; Then, this article constructs the strategy map of farmers’ professionalcooperatives key success factors branding based on the balanced scorecard theoryknowledge; Finally, through the case study method, the essay tests the critical successfactors and strategic map, thus gains the conclusion, as shown below.Farmers’ professional cooperatives’ branding is a systematic project, whichneeds the support of financial level, learning and growth level, internal process andcustomer level of mutual, in other words, the financial level is the funding guarantee of branding, learning and growing level is the prerequisite for branding, internalprocess level is the foundation of brand building, customer level is a bridge to brandshaping.In addition, all levels of factors influence each other, support each other, namelythe financial aspects of capital sufficiency can carry on the training to the cooperativelearning, process management, and the most basic financial sustainable brandpromotion; Learning and growing level of building and cultivating learning, can playan incentive for members of the standardization production and supervision function,also is advantageous to the long-term development of the cooperative; Customer levelto promote building, makes the cooperative product into profit, so as to realize thefundamental mission of cooperatives’, and for the realization of financial goals andplay a supporting role to the other three level, thus forming a virtuous circle ofreciprocating.