Research On The Diversified Management Of JH Cooperatives From The Perspective Of Competitive Strategy

As a bridge connecting "small farmers" and "big market",professional farmer cooperatives are an important force in the development of modern agriculture in our country and an indispensable part of the rural revitalization strategy.The Law of the People’s Republic of China on Farmers’ Professional Cooperatives,revised in 2017,proposes to adapt to the development of farmer’s professional cooperatives from a single production and operation model to a comprehensive development of multiple operations and services.The diversified operation of farmers’ professional cooperatives is the future trend.As a special economic organization,cooperatives can increase income for local farmers and serve the targeted poverty alleviation policies by connecting farmers for planting and breeding activities.However,farmers’ professional cooperatives are different from ordinary enterprises.They have certain particularities in terms of organizational structure,internal principal-agent theory,and strategic choices.This makes cooperatives present complexity in their strategic positioning and strategic choices.Based on the principal-agent theory and strategic choice theory,this article discusses how to carry out strategic positioning and strategic planning for cooperatives,so as to solve the problem of insufficient competitiveness of cooperatives.This article takes JH Cooperative as a case study object.First,conduct literature research on the construction of competitive advantages of farmers’ professional cooperatives and diversified management research,determine the research ideas and research methods of this article,formulate research outlines,and conduct field investigations,telephone inquiries,etc.,to diversify the JH cooperatives.The status quo has been fully understood.Through research,it is found that the development of diversified operation of JH cooperatives has problems such as lack of awareness of competitive strategy,unclear positioning of competitive strategy,lack of industrial planning based on value chain analysis,weak cost control,and poor financing channels.Based on the analysis of the internal and external conditions of the JH Cooperative,this paper proposes a method to construct and enhance the competitiveness of diversified operations.The measures are to establish cooperative awareness of competition strategy,strengthen industrial planning based on value chain analysis,optimize strategic cost drivers,control operating costs,rationally use national policies,and solve financing problems.Through the case study of this article,it provides a reliable strategy formulation for the diversified operation of JH cooperatives,and also has a practical framework for the construction of competitive advantages of other cooperatives’ diversified operation.