Research On The Impact Of Brand Building On The Performance Of Forestry Professional Cooperatives

At present,the government is accelerating the deployment of forestry brand construction to help promote the Rural Revitalization and poverty alleviation project.Forestry professional cooperative is one of the effective management and production methods of forestry modernization.Branding is the inevitable trend of transformation and upgrading of forestry professional cooperatives.To increase investment in brand building and vigorously develop the cooperative brand,not only to improve the cooperative’s revenue,but also to use the brand awareness to further open the market.It is expected to form a brand industrial chain effect,and the development of the local economy to form a good situation of mutual promotion.This paper was reviewed the relevant literature,theories and concepts of cooperative development and brand building.Based on the perspective of forestry professional cooperative managers,a theoretical research model of the impact of brand building on forestry professional cooperatives performance was constructed.According to the 97 valid data,we explored the path of brand building behaviors on forestry professional cooperatives performance to verify the assumptions through the Smart PLS 3.0 and SPSS 24.0 statistical software.The main research contents and conclusions were as follows:(1)The brand building could significantly affect performance of forestry professional cooperatives.Brand effectiveness level,brand service guidance level and brand marketing level had a positive impact on financial performance.Among them,brand service guidance level had the greatest impact.Brand effectiveness level and brand governance level had a positive impact on social performance.Among them,brand effectiveness level had the greatest impact.Government support was acted as a complete intermediary in the influence of brand governance level on financial performance,brand service guidance level and brand marketing promotion level on social performance.(2)Forestry professional cooperatives were mainly small and medium-sized,fewer product certifications,and most of them were unique brands.The brand building of forestry professional cooperatives was in the stage of small brand and small pattern.(3)The management of forestry professional cooperatives should change the idea of brand building.Regional branding was an important stage for forestry professional cooperatives to build brands.Based on the conclusions above,we put forward some suggestions for the forestry professional cooperatives to become better:(1)Forestry professional cooperatives should adhere to regional brand building objectives,solidify the basic work of brand building,improve product quality assurance measures,and broaden brand product marketing channels.(2)The government boosted the brand building of forestry professional cooperatives from three aspects: guiding the direction of brand building,assuming responsibility for brand promotion,organizing talents training and introducing technology.Based on the existing research,this paper was explored the mechanism of the forestry professional cooperatives’ brand building on performance,and provided theoretical guidance for managers of forestry professional cooperatives to build,develop and manage brands.