Research On The Development Strategy Of Xiangyang Melon And Fruit Farmers Professional Cooperative In Zhaodong City

With the continuous advancement of agricultural and rural modernization,individual small farmers have gradually realized that they cannot obtain opportunities and occupy a place in market competition if they rely on themselves.From a long-term perspective,if farmers cannot enjoy a full right to speak in the market competition,it is actually not conducive to the development of the agricultural economy.Therefore,under this background,various agricultural enterprises and various agricultural service enterprises have gradually emerged in my country.Among them,farmers’ professional cooperatives,as an important intermediary organization connecting "small farmers" and "big markets",can greatly increase farmers’ income.,to promote rural economic development.By the end of 2019,2.21 million farmers’ professional cooperatives were registered according to law in my country.However,as the number of cooperatives has doubled,the problems of non-standard operating mechanism,small scale and weak comprehensive strength have become more and more prominent.Heilongjiang Province is a major agricultural province,of which Zhaodong City is an important agricultural county.Therefore,in order to promote the better development of farmers’ professional cooperatives in Zhaodong City,it is necessary to carry out in-depth investigations to explore the development strategy of farmers’ professional cooperatives.By collecting and sorting out domestic and foreign literatures,this research takes the relevant concepts of cooperatives,farmers’ cooperatives and farmers’ professional cooperatives as the starting point,and combines the theory of cooperatives and modern organization theory as theoretical supports to construct the analysis framework of this paper.The overall status and policies of farmers’ professional cooperatives in Zhaodong City,combined with relevant research on the development strategies of farmers’ professional cooperatives at home and abroad,analyze the organizational structure,operation mechanism,achievements,existing development strategies and future development of Xiangyang melon and fruit farmers’ professional cooperatives.Explanation and analysis of the problems existing in the development.Taking the Xiangyang Melon and Fruit Farmers Professional Cooperative in Zhaodong City as the research object,through the SWOT analysis of the advantages,disadvantages,opportunities and challenges of its development strategy,it is found that the age,education level and management level of the members of the Xiangyang Melon and Fruit Farmers Professional Cooperative The strength of external support is closely related to the short-term development strategy planning of the cooperative.By comparing the existing development strategies of the Xiangyang Melon and Fruit Farmers Professional Cooperative and combining with SWOT analysis,it is found that the Xiangyang Melon and Fruit Farmers Professional Cooperative should adopt the WO or WT strategy.On the basis of relevant strategies,put forward optimization suggestions for the development of Xiangyang melon and fruit farmers professional cooperatives and prospects for future development.