An Empirical Study Of The Relationship Between Reputation And Performance Of Farmers' Professional Cooperatives

As a new type of agricultural economic organization system in China,cooperatives play an important role in strengthening the development of rural industries,improving production and living conditions,improving production and operation capacity and efficiency,and realizing rural revitalization.After more than ten years of development,cooperatives have made great achievements in rural development and play an important role in the implementation of Rural Revitalization Strategy.With the development of market economy,competition is increasingly fierce,and the overall performance of cooperatives is not high.Reputation,as an intangible asset,often has a greater impact and creates more value than tangible assets.By studying the relationship between the reputation and performance of cooperatives,we can further improve the performance evaluation index system of cooperatives,increase the operating income of cooperatives,increase the income of farmers,and then promote the development of rural agriculture and the implementation of Rural Revitalization Strategy.This paper starts with the theory of cooperative reputation,studies the role of cooperative reputation in the development of cooperatives,analyzes the relationship between cooperative reputation and performance,and studies the specific relationship between cooperative reputation and performance.This paper mainly answers two questions: first,is there a correlation between cooperative reputation and performance? Second,is there a causal relationship between the reputation and performance of cooperatives?Firstly,on the basis of literature review and theoretical analysis,this paper constructs the evaluation index system of cooperative reputation and performance.In the analysis of cooperative reputation evaluation index system,we can find that cooperative reputation consists of cooperative reward,innovation,network media evaluation and certification system.Their increase can enhance cooperative reputation to a certain extent,and the degree of cooperative reward and certification system has a great impact on cooperative reputation.Network media evaluation is an effective way to spread cooperative reputation.In the cooperative performance evaluation index system,the cooperative performance is divided into economic performance and management performance,and the partner loyalty index is added.The research shows that the cooperative performance is directly proportional to the member loyalty.Finally,through the empirical analysis of the relationship between reputation and performance of 165 cooperatives,we find that the relationship between reputation and performance of cooperatives is significant and positive.And the reputation and performance of 165 cooperatives are ranked to prove that good reputation is always accompanied by good performance.Similarly,good performance is accompanied by good reputation.Then,the causal relationship between reputation and performance of cooperatives is further studied through the system dynamics model.According to the construction of cooperative reputation and performance index system,the author collected related data of 165 cooperative,and constructed system dynamics model and simulation analysis.The results show that under the causal relationship between cooperative reputation and performance,the positive evaluation of external media directly affects the number of employees and the loyalty of partners,and the positive evaluation of external media has a greater effect on the number of employees than the loyalty of partners;the performance of cooperatives directly affects the certification system in the reputation subsystem of cooperatives through the total operating income of the new year The increase of total business income has a significant effect on the number of cooperative certification system.This result shows that there is a two-way causality between the reputation and performance of cooperatives,and the changes between them affect each other.Finally,in view of the above research,in order to give full play to the role of the government,strengthen the governance of cooperatives,and improve the capacity of members,the following three suggestions are given:(1)the government should provide special funds,strengthens the guidance of cooperatives to carry out innovation projects,establishes corresponding incentive mechanisms,carries out farmers' technical training projects,and increases the relevant positive reports of cooperatives;(2)cooperatives should improve the loyalty of partners,transformation rate of innovation achievements and positive evaluation of network media;(3)members should improve their own quality and cultivate their own management ability.The innovation of this paper:(1)in the construction of evaluation index system,this paper uses the rewards,certification system,innovation and network media evaluation of cooperatives to build the evaluation index system of reputation of cooperatives,and adds the index of partner loyalty and the proportion of main members' investment in the construction of performance evaluation index system of cooperatives;(2)in the research content and method,this paper establishes the evaluation index system of reputation of cooperatives by establishing the system dynamics model to study the causal relationship between reputation and performance of cooperatives,and concludes that there is a two-way causal relationship between them.