Study On The Factors Influencing The Brand Building Of Farmers’ Professional Cooperatives

Along with the development of modern agriculture in our country, the growth pattern of agriculture has changed gradually from the original quantity to the quality benefit type. Which makes the quality and brand of the products become an important means to participate in the current market competition. especially in the current level of marketization of agricultural products, whether domestic or foreign, agricultural product market competition increasingly highlight the current international society in the age of agricultural brand management, brand building has become an important means of increasing competition. Since China’s reform and opening up, with the continuous development of economy, the overall strength of farmers’ professional cooperatives has been significantly improved, played a strong pilot demonstration effect, and play a more and more important role in agriculture. In today’s increasingly competitive market, after years of exploration and development, the number of fujian’s farmers’professional cooperatives has incresead and co-operatives play an important role in driving farmers’income. But at present, there are many efficiency differences between various areas and various industry in benefit level and standardization degree, so the function of the fujian farmers’ professional co-operatives effect remains to be further improved. In view of this, to get development,the farmers’professional co-operatives should make the cooperative agricultural products succeed in the fierce market competition. And cooperative’s brand construction is undoubtedly an important means to make cooperative gain market competitiveness, so agricultural products brand cultivation will become an important content of the development cooperatives. At present, many farmers’professional cooperatives through their own products to registered trademark, they also have products’ brands, but most of the brands are lack of the support of culture and the problem is very prominent. In short, the number of brands has increased in the development process of farmers’ professional co-operatives, but the brand market competitiveness is weak, we need to explore and innovation a new development way from different aspects. The brand construction is more and more important because the agricultural products brand has great strategic significance to the development of farmers’professional co-operatives. Promote the construction of farmer cooperatives brand become an important content of the future development of farmers’professional co-operatives in our country.Based on the background in the era of brand competition, this paper through the research and analysis on the key factors which affect the cooperatives’ brand construction to achieve the purpose of enhancing core competitiveness of cooperatives. Finally to explore a new path to help solve the problem of the cooperative brand construction. The research object of this article is part of the farmers’professional cooperatives in fujian province. Through the questionnaire and interview on the head of cooperatives to access relevant data, using the binary logistic regression model to analyze the factors that may affect the farmers’ professional co-operatives brand construction, and analyze the influence of various factors on the brand construction of cooperatives. The main research content is divided into the following several parts:we make a brief introduction to the research background and significance of the article and the related concepts are defined in the first part.The second part is literature review and theoretical basis, by reviewing the existing literature, explain the theory premise of this articles. The third part is use the collected data to summarized the current situation and existing problems of farmers’ professional co-operatives brand construction in fujian province The fourth part is case analysis, through the selection of three typical cases of farmers’ professional cooperatives in fujian to analyze the brand construction. Describe the characteristic of the sample, and use the binary logistic regression model to analyze the influence factors on brand building of farmers’ professional co-operatives in the fifth part. We summarizes the research results and put forward countermeasure suggestions to promote the farmers’ professional co-operatives brand construction in the sixth part.The results show that:the director’s brand awareness of the cooperative, the yeas of cooperative, the distribution of surplus which according to the shares, the degree of competition,the government’s support, they have significant influence in the brand construction of the farmer cooperatives. Based on the results of the study, First of all, to build a brand, the farmers’professional co-operatives must firstlystrengthen the cooperative internal construction and sound a perfect system to improve the member’s agreement. the farmers’professional co-operatives also should strengthen the consciousness of brand and establish the agricultural product brand strategy idea. Next, the government should to fund subsidy and unveil some preferential policies to incentive cooperatives take measures for brand building. At the same time, in order to solve the financing difficulties of the cooperatives in the construction of brand, related departments need to unveil some relevant policies to perfect rural financial system.