Research On The Marketing Ability Of Farmers’ Professional Cooperatives In Fujian Province

Farmers ’professional cooperatives play an important role in improving the organization degree of farmers,effectively docking "small farmers" and "big market",increasing farmers’ income and building new socialist countryside.As of the end of 2015,the number of farmers cooperatives in Fujian Province reached 29,000,the provincial standard of more than 3,000,650 provincial demonstration.Fujian farmers cooperatives after years of development,the current size of the organization and farmers have made great progress.Farmers’ professional cooperatives as the modern agriculture management organization in leading the farmers to participate in market competition and sales of agricultural products on the road more and more growth,but the current agricultural sales difficult,farmers income is difficult,farmers cooperatives marketing difficulties and other issues are still placed in the development of modern agriculture So that the research on the marketing ability of farmers’ professional cooperatives in Fujian Province is imperative.In recent years,the State Council,the CPC Central Committee and local governments have attached great importance to the issue of "three peoples",especially the people’s livelihood.While the issue of farmers’income is the most important issue.In the No.1 document issued by the State in 2017,the development of agriculture on the side of the reform,in particular,the core of its reform is how to make agricultural products,including the quality of the number of consumers can meet the needs of production and consumption to achieve a seamless docking The Farmers as a vulnerable group in the operation of the market,it is difficult to deal with fierce market competition,resulting in difficult agricultural sales,farmers income low.Farmers’ professional cooperatives through collective cooperation,improve the degree of production organization,to carry out prenatal,postnatal,post-natal services,market-oriented,timely provision of market information,guide farmers to produce marketable products,improve economic efficiency,Get rich.So,what is the current situation of the marketing ability of the farmer’s professional cooperatives,what problems exist,and what reasonable suggestions are made for the question.Based on cooperative economic theory,marketing theory,stakeholder theory and transaction cost theory,this paper starts from the three aspects of resource utilization ability,strategy use ability and market competitiveness,and constructs the index of marketing ability of farmer’s professional cooperatives in Fujian province Evaluation system,through the analytic hierarchy process to explore the above problems,not only can enrich the existing research results,more importantly,for the Fujian farmers professional cooperatives marketing problems and suggestions for improvement,therefore,has important theoretical significance and Practical significance.This part is mainly about the following five parts,the first part is the introduction part and the research background,purpose and significance of the literature review and research methods and technical routes;the second part is the definition of the relevant concepts and theoretical basis;the third part is the Fujian farmers The development of professional cooperatives and the existing problems,the main use of information and survey data to analyze;the fourth part is to build evaluation indicators,through the combination of existing research,to build a first-class indicators,two indicators of 24 Fujian Province Farmer professional cooperatives marketing ability to conduct empirical analysis;the sixth part is through the results of the study of the existing issues related to the proposed recommendations.