Research On The Development Model Of Apple Specialized Cooperatives In Qixia City,Shandong Province

With the development and deepening of the socialist market economy with Chinese characteristics,it is increasingly difficult for the family-based apple production and sales methods in rural areas to adapt to the development trend of the market and society.The contradiction between " small production" and " large market" is increasingly prominent,and farmers' professional cooperatives emerge as the times require.However,in the high-speed development wave of the socialist market economy with Chinese characteristics,most of Qixia's cooperatives,especially the small and medium-sized cooperatives that lack financial and technical support and entrepreneurial talents,are developing very slowly.In the development process of cooperatives,it is not only difficult to form scale advantages,but also difficult to give full play to the cooperative's resource advantages.Moreover,the development mode of cooperatives is increasingly deviating from the nature and original intention of cooperatives.Under the socialist market economy system with Chinese characteristics,it is increasingly moving towards the operation form of companies,and it is difficult to give full play to the advantages of cooperative members' cooperation and mutual enrichment.This article mainly studies the development process,current situation and problems of farmer specialized cooperatives in China,and investigates the current situation and some existing problems of Qixia Apple specialized cooperatives since the implementation of the cooperative law in 2007.Through field survey,questionnaire survey,sampling survey,conference survey,interview survey and literature survey,the article makes a general understanding of the development of Qixia Apple specialized cooperatives,and summarizes the survey data,concluding that the development of Qixia Apple specialized cooperatives has a small scale of operation and is difficult to integrate into the market.Marketing,sales and production are divorced and circulation channels are narrow.The business model is single and lacks brand building.The system arrangement is not very standard,the degree of organization is low,the internal structure is loose,there is a lack of leaders with leadership and entrepreneurial talents,and the farmers' professional cooperatives are not accurately positioned in the practical level,and the relevant suggestions are put forward accordingly.It is suggested that cooperatives should strengthen their own construction,accurately position themselves in the socialist market economy with Chinese characteristics,adhere to development as the center and give consideration to fair distribution,and expand the scale of operation throughthe establishment of the Apple Cooperative Association.Play a good marketing card,broaden the channels of product circulation;The implementation of diversified business,strengthen brand building;To improve the director-general's entrepreneurial talent and strengthen the training of professional talents;Perfect the system construction and establish scientific supervision and incentive mechanism to seek better and faster development of Qixia Apple Professional Cooperative.It can be said that cooperatives not only need to effectively integrate internal resources of cooperatives through effective ways and means,enhance internal cohesion of cooperatives,give full play to market advantages,realize scale benefits,strengthen cooperation between self-construction and members of cooperatives and cooperation among cooperatives,stimulate cooperatives to play an active role in optimizing rural economic structure,increasing farmers' income and increasing agricultural efficiency,but also should shoulder social responsibilities.