Research On The Behavior Of Chinese Farmers’ Cooperatives Construction Brands

Under the background of "brand economy" development, brand competitiveness has become the core competitiveness of an organization. It is difficult to be directly reflected by the organization innovation ability based on resources, technology and knowledge. It is usually required to display the products and services provided by the organization. The brand is the product of the most effective organization core competition ability in the market, and the development of the farmer cooperative is inseparable from the brand building. At present, although the government has realized the importance of the brand building to farmers’ cooperatives, there is a part of the farmers’ cooperatives gradually embarked on the road of brand building, but relatively speaking, the number is very limited. Products, varieties, brands are the reality of the state of agricultural production. As a body of high-quality agricultural products, farmers’ cooperatives are also more attention to improved varieties, breeding science and other aspects of the work, and on how to enhance the market value of the product. However, at the present stage, the Chinese government has realized the importance of brand building, but also a part of the farmers’ cooperatives gradually embarked on the road of brand building. But relatively, the number is very limited. Based on brand building theory, this paper makes full use of the brand building behavior of enterprises and other organizations. From the macro perspective, the article analyzes the value and significance of brand building and the market’s recognition of different levels of brand; From the micro perspective, it state the effects of the brand building to promote and enhance. Finally the article combined with empirical analysis, proposed some co-brand building new ideas and measures.it has a strong practical significance.In this paper, the author analyzes the status quo of the brand construction of farmer cooperatives in the global perspective, and illustrates the advantages of the construction of the brand by using the empirical method, Besides, from the internal conditions, external conditions and cultural conditions of the brand building behavior, the article analyzes the specific factors. According to the development of cooperatives, it puts forward some suggestions for brand building, and analyzes analysis some specific measures to build brand building.This thesis is divided into seven chapters. The first chapter points out the meanings of the research, the existing domestic and foreign related research of brand-building behavior. Then we state the basic concepts and related theories of farmer cooperatives’ brand-building behavior, which provide theoretical support for the research and analysis of the article. The third chapter introduces the status of farmer cooperatives brand-building in China. In the fourth chapter, the paper analyzes the data of 91 farmers’ cooperatives to describe the regional and descriptive statistics. In the fifth chapter, the article analyzes the influence of brand-building behavior to farmer cooperatives’ development in China. And it draws a conclusion that famer cooperatives which have carried out brand-building behavior are more developed than those which have not carried out brand-building behavior. In the sixth chapter, we analyze the influential factors of brand-building behavior from the internal conditions, the external conditions and the cultural conditions of the cooperative. The seventh chapter is the conclusion of this paper, and puts forward some constructive suggestions.