Research On The Governance Of Public Brand Of Rural Tourism Cooperatives

As a special subject of management, rural tourism cooperatives have the special management system of two layers, which including the unified management of the cooperative and independent management of the cooperative members.The cooperative is the brand operators, mainly for vertical management of members.The cooperative members are brand users and operators, facing to the consumers, to carry out independent operation. In the formation of such a special management system, the owner of the brand is not clear, and the right to the use the brand is public, complying with the connotation of public brand. From the research perspective, research for the general public brand is still in the primary stage, the study of public brand of rural tourism cooperatives is even less.From the perspective of the framework of academic research, the academic based on the brand life cycle theory for public brand is studied, showing that a brand used a governance model in its whole life cycle, and the study on governance mechanism involves less.In this paper, using grounded theory, aiming at the double management system of rural tourism cooperatives, discover the existence in different stages of its life cycle in different brand public governance mode from practice, and a detailed analysis of governance mechanism in each stage.The results are as follows: Firstly, in the rural tourism cooperative public brand survival period and rapid growth period, is the authority of the government governance as the dominant mode of governance; in the slow development period, public governance is to brand oriented cooperative two-tier management. Secondly, there are many types of governance mechanism, and with the change of the life cycle stage, generally summarized as: access mechanism, incentive mechanism, trust mechanism, punishment mechanism, competition coordination mechanism, complaint mechanism, supervision mechanism and so on. Thirdly, according to the degree of participation of rural tourism cooperatives public brand stakeholders, their own characteristics and governance efficiency etc, summarize the five different stakeholders to participate in the governance of the public brand, respectively for the authority of the government governance, centralized management of cooperatives, members spontaneous governance, administrative organization of public governance and standardization of the market governance.