| In the strategic planning of brand agriculture,the new agricultural management subject has always been the important carrier of agricultural brand cultivation and construction.Among them,family farm has the characteristics of scale,intensification and commercialization,which is an important force for brand cultivation to improve agricultural production and management performance.However,the family farm brand cultivation is in the preliminary stage,and the theoretical basis and practical way about how to promote the family farm brand benefit are still to be improved.Based on this,this paper,starting from brand registration,explores how to improve business performance of family farms with brands,so as to provide reference for relevant policies.Specifically,this study tries to answer the following questions: First,can family farms improve business performance through agricultural brand cultivation? Second,how does agricultural brand effectively promote the improvement of family farm performance? Third,what is the internal mechanism of family farm to improve business performance?Based on the above background,this study firstly reviewed the indicators and measurement methods of family farm operating performance,factors affecting family farm operating performance,relevant studies on agricultural brand building and the impact of brand on performance,and explained the theoretical basis and defined the concepts.Secondly,the development situation of family farm is analyzed longitudinally and the typical case of family farm is compared laterally.Then,Shanglin Ecological family farm,Linduan Family Farm and Lao Wangjia Tomato Farm were selected for case study.After that,the case data was coded and analyzed by program-based coding theory,and the family farm brand cultivation model was constructed,and three paths of ecological,social and economic performance were explained.Finally,a conclusion is drawn and corresponding policy recommendations are given.Based on the above analysis,this paper believes that family farms can significantly improve their business performance through brand cultivation,among which the business performance of family farms is mainly reflected in three aspects: ecological,social and economic performance.The details are as follows:First,the registered brand of family farm will promote sustainable development and improve ecological performance in business performance through green production and quality certification.Second,the registered brand of family farms will promote standardized production by obtaining government subsidies,enhance the driving role of farmers’ income,and improve the social performance of business performance.Third,registered brand of family farm will gain product premium and increase sales through brand promotion and expansion of sales channels,thus improving economic performance in business performance.Compared with the existing literature,the marginal contributions of this study are as follows: First,the grounded theory is adopted to analyze the influence of agricultural brand on the operational performance of family farms,the family farm brand cultivation model is built,the ecological,social and economic performance realization path is elaborated,and the research theory of family farm brand cultivation is enriched.Secondly,from the perspective of brand registration,this paper explores the cultivation path of family farm brand,and supplements the existing literature which mainly studies the influence of regional brand on the management performance of family farm. |
