Study On The Corporate Synergies Mode Of China's Agricultural Products Concerning Geographical Indications

Geographical indications ( GI ) is an important way to protect and develophigh-grade agricultural product. It helps a lot for the increasing incomes of its localfarmers, and well relieving China's dual economy conditon. However, many problemshave been arising at the same time, as GI brand with a character of quasi-public goods,hence the clutter GI brand market has been bothering a lot for many GI operators, andwould harm the long-terms economic value and benefits of GI brand.The paper, based on the perspective of the developing need of China's socialeconomy and its agricultural products market, focus on the developing and improvingof the management and operating mode of China's agricultural product and itsgoverning, aiming at building and developing a corporate synergies model ofChina's agricultural products concerning geographical indications with the enrollmentof agricultural cooperation and its corporate synergies system. On one hand, the studyconducted a comprehensive survey and analysis of China's 1010 GI brands which hadbeen declared and registered at the end of 2010, and the research also developed aquestionnaire by chosen 20 kind of GI brand products in regions of China's 32provinces, municipalities and autonomous, by which the paper conducted a surveyanalysis of the range of issues arising in the course of GI branding on China'sagricultural products. One the other hand, the study, based on stakeholder theory,game theory and corporate synergies, with an in-depth study and analysis of the gameequilibrium relations of stakeholders in GI industry chain and the modernmanagement science and practical experience of international GI agricultural productcases, analysed the general GI agricultural industry framework of China for thedesign of a corporate synergies model of GI governing in China.The results of the study are as follows. Firstly, the research stated the importanceand great value of agricultural cooperation in the organizational protection function ofrights and benefits of farms, the realization of products quality standard and thesaving of government governing cost. Secondly, the study advises to applyingcorporate synergies management to the developing mode of agricultural product,stated its importance and great value in the decreasing of conflicts arising fromseparate interests of various stakeholders in GI supply chain. Thirdly, the studydeveloped a corporate synergies mode of GI industry chain with agricultural cooperation as one of its organizational support. Fourthly, based on different industrystages and economic condition, the study further developed four kinds of GI productsdeveloping mode as reference for China's GI branding and its governing. Then, basedon system engineering theory, the study developed a project plan model of corporatesynergies programme of China's agricultural products concerning geographicalindications with the enrollment of agricultural cooperation. The model was composedby three sub-models. They are the analysis model, the decision-making model,andthe comprehensive evaluation model. They together would help most GI cooperationsand intermediates in their strategy making and mode choosing, provide a theoreticalsupport and methodological reference for China's GI branding and its governing.