| With the continuous improvement of people's living standards,people's requirements for agricultural products are getting higher and higher.Competition gradually shifts from focusing on product output to products with higher added value and more significant differentiation.This requires that agricultural producers should be market-oriented,pay attention to customer needs and improve services,so as to win more market shares.Market orientation refers to the degree to which market participants apply market knowledge,pay particular attention to customer needs,take customer needs as the basis of decision-making,what to produce,how to produce,and how to market.Farmers' professional cooperatives that insist on "private management and benefit the people" should continuously provide excellent value for customers and create greater competitive advantages by strengthening more effective communication and meeting the needs of customers within the cooperatives.Based on the analysis of relevant research literature at home and abroad,this paper constructs the structural equation theory model of the influence of market orientation on cooperative performance with marketing ability as the intermediary variable,and empirically analyzes the influence of market orientation on the performance of farmer professional cooperatives based on the survey data in conghua district of guangdong province.The results show that market orientation will significantly affect cooperative performance.Improving the awareness of market orientation of cooperatives can effectively improve the social influence and total sales of cooperatives and increase their income.Meanwhile,market orientation has a positive impact on the marketing ability of cooperatives.Market-oriented professional cooperatives are more inclined to standardize production,build brands,consolidate price advantages and expand sales channels,thus having a positive impact on cooperative performance. |
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