我国农民合作社品牌建设行为研究

发布时间：2019-04-12 19:11

【摘要】：在“品牌经济”的发展背景下,品牌竞争力成为了一个组织的核心竞争力,以资源、技术及知识支撑的组织创新能力很难被直接反映出来,通常需要借助于组织生产的产品和提供的服务来展现,品牌逐步成为优质产品和舒适服务的标志。品牌是市场上最为有效的显示组织核心竞争力的产物,而农民合作社的发展更是离不开品牌建设。产品、品种众多,品牌、名牌稀缺是我国农产品生产的现实状态。作为优质农产品生产的主体,近年来如雨后春笋般迅速发展起来的农民合作社,也更多的是关注了品种改良、种养科学等环节的工作,而对如何进一步提升产品的市场价值,创设属于自己的品牌进而打造具有合作社烙印的名牌,还缺乏应有的重视。然而,就现阶段来看,我国政府虽然已经意识农民合作社进行品牌建设的重要性,也有一部分农民合作社逐步走上了品牌化建设的道路,但是相对而言数量还是很有限。本文立足品牌建设理论,充分借鉴企业等组织的品牌建设行为,从宏观视野——阐述了品牌建设的价值和意义、市场对品牌不同程度的认同,从微观视野——分析了品牌建设对合作社发展的促进和提升两个作用,结合实证分析,提出了强化合作社品牌建设的新思路和新对策,具有很强的现实指导意义。本文站在全局的视角上对农民合作社的品牌建设现状进行了分析,运用实证的方法说明了合作社构建品牌的优势,并从合作社内部条件、外部条件以及文化条件分析了品牌建设行为的具体影响因素,根据合作社的发展状况有针对性的提出了一些品牌建设的建议,分析合作社进行品牌构建的具体措施。文章分为七个章节。第一章介绍了研究的背景、意义,国内外已有的关于农民合作社等相关组织品牌牌建设状况、本文的研究思路、方法和创新点。第二章介绍了我国农民合作社的一些基本概念和理论,分析了合作社品牌建设行为的特点,旨在为下文分析提供一定的理论支撑。第三章则阐述了农民合作社品牌建设的发展现状。第四章对文章选取的91家样本农民合作社数据进行了区域分析和描述性统计。第五章分析了我国农民合作社品牌建设行为对合作社发展状况影响,分析得出已经进行品牌建设行为的农民合作社相比较尚未进行品牌建设行为的农民合作社的经营发展状况较好。第六章分别从合作社内部条件、外部条件以及文化条件分析了影响合作社品牌建设行为的因素。第七章是对前几章的研究结果进行系统梳理分析,针对文章结论提出了几点建设性的意见。
[Abstract]:Under the background of "brand economy" development, brand competitiveness has become the core competence of an organization. It is difficult to directly reflect the organizational innovation capability supported by resources, technology and knowledge. Often with the help of the products and services produced by the organization, the brand gradually becomes the symbol of high-quality products and comfortable services. Brand is the most effective product in the market to show the core competitiveness of the organization, and the development of farmers' cooperatives is inseparable from brand building. Products, varieties, brands, brand scarcity is the reality of agricultural production in China. As the main body of the production of high-quality agricultural products, farmers' cooperatives, which have sprung up like bamboo shoots in recent years, have also paid more attention to the work of variety improvement, breeding science, and other links, and on how to further enhance the market value of products. To create their own brand and then create a brand with cooperative brand, there is still a lack of due attention. However, at the present stage, although the Chinese government has realized the importance of brand construction of farmers' cooperatives, some farmers' cooperatives have gradually embarked on the road of brand construction, but the number is still very limited. Based on the theory of brand construction, this paper makes full use of the brand building behavior of enterprises and other organizations, and expounds the value and significance of brand construction from the macro-perspective, and the recognition of the market to different degrees of brand. From the microcosmic perspective, this paper analyzes the two roles of brand construction in promoting and promoting the development of cooperatives. Combined with the empirical analysis, this paper puts forward new ideas and countermeasures for strengthening cooperative brand construction, which has a strong practical guiding significance. This paper analyzes the status quo of the brand construction of farmers' cooperatives from the perspective of the overall situation, and illustrates the advantages of the cooperative in building the brand by means of empirical methods, and from the internal conditions of the cooperatives, The external conditions and cultural conditions analyzed the specific influencing factors of brand building behavior, put forward some suggestions for brand construction according to the development of cooperatives, and analyzed the concrete measures of brand construction of cooperatives. The article is divided into seven chapters. The first chapter introduces the background and significance of the research, the existing status of brand building of farmers' cooperatives and other related organizations at home and abroad, the research ideas, methods and innovations of this paper. The second chapter introduces some basic concepts and theories of farmers' cooperatives in China, and analyzes the characteristics of cooperative brand building, in order to provide some theoretical support for the following analysis. The third chapter expounds the status quo of the brand construction of farmers' cooperatives. The fourth chapter makes a regional analysis and descriptive statistics on the data of 91 sample farmers' cooperatives selected in this paper. The fifth chapter analyzes the influence of the brand building behavior of peasant cooperatives on the development of cooperatives in China. The analysis shows that the farmer cooperative which has carried on the brand construction behavior is better than the farmer cooperative which has not carried on the brand construction behavior. The sixth chapter analyzes the factors that influence the cooperative brand building behavior from the cooperative internal conditions, external conditions and cultural conditions. The seventh chapter is a systematic analysis of the results of the previous chapters, and puts forward some constructive suggestions for the conclusion of the article.
【学位授予单位】：安徽财经大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F321.42

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