【摘要】：在“品牌經(jīng)濟(jì)”的發(fā)展背景下,品牌競(jìng)爭(zhēng)力成為了一個(gè)組織的核心競(jìng)爭(zhēng)力,以資源、技術(shù)及知識(shí)支撐的組織創(chuàng)新能力很難被直接反映出來(lái),通常需要借助于組織生產(chǎn)的產(chǎn)品和提供的服務(wù)來(lái)展現(xiàn),品牌逐步成為優(yōu)質(zhì)產(chǎn)品和舒適服務(wù)的標(biāo)志。品牌是市場(chǎng)上最為有效的顯示組織核心競(jìng)爭(zhēng)力的產(chǎn)物,而農(nóng)民合作社的發(fā)展更是離不開品牌建設(shè)。產(chǎn)品、品種眾多,品牌、名牌稀缺是我國(guó)農(nóng)產(chǎn)品生產(chǎn)的現(xiàn)實(shí)狀態(tài)。作為優(yōu)質(zhì)農(nóng)產(chǎn)品生產(chǎn)的主體,近年來(lái)如雨后春筍般迅速發(fā)展起來(lái)的農(nóng)民合作社,也更多的是關(guān)注了品種改良、種養(yǎng)科學(xué)等環(huán)節(jié)的工作,而對(duì)如何進(jìn)一步提升產(chǎn)品的市場(chǎng)價(jià)值,創(chuàng)設(shè)屬于自己的品牌進(jìn)而打造具有合作社烙印的名牌,還缺乏應(yīng)有的重視。然而,就現(xiàn)階段來(lái)看,我國(guó)政府雖然已經(jīng)意識(shí)農(nóng)民合作社進(jìn)行品牌建設(shè)的重要性,也有一部分農(nóng)民合作社逐步走上了品牌化建設(shè)的道路,但是相對(duì)而言數(shù)量還是很有限。本文立足品牌建設(shè)理論,充分借鑒企業(yè)等組織的品牌建設(shè)行為,從宏觀視野——闡述了品牌建設(shè)的價(jià)值和意義、市場(chǎng)對(duì)品牌不同程度的認(rèn)同,從微觀視野——分析了品牌建設(shè)對(duì)合作社發(fā)展的促進(jìn)和提升兩個(gè)作用,結(jié)合實(shí)證分析,提出了強(qiáng)化合作社品牌建設(shè)的新思路和新對(duì)策,具有很強(qiáng)的現(xiàn)實(shí)指導(dǎo)意義。本文站在全局的視角上對(duì)農(nóng)民合作社的品牌建設(shè)現(xiàn)狀進(jìn)行了分析,運(yùn)用實(shí)證的方法說明了合作社構(gòu)建品牌的優(yōu)勢(shì),并從合作社內(nèi)部條件、外部條件以及文化條件分析了品牌建設(shè)行為的具體影響因素,根據(jù)合作社的發(fā)展?fàn)顩r有針對(duì)性的提出了一些品牌建設(shè)的建議,分析合作社進(jìn)行品牌構(gòu)建的具體措施。文章分為七個(gè)章節(jié)。第一章介紹了研究的背景、意義,國(guó)內(nèi)外已有的關(guān)于農(nóng)民合作社等相關(guān)組織品牌牌建設(shè)狀況、本文的研究思路、方法和創(chuàng)新點(diǎn)。第二章介紹了我國(guó)農(nóng)民合作社的一些基本概念和理論,分析了合作社品牌建設(shè)行為的特點(diǎn),旨在為下文分析提供一定的理論支撐。第三章則闡述了農(nóng)民合作社品牌建設(shè)的發(fā)展現(xiàn)狀。第四章對(duì)文章選取的91家樣本農(nóng)民合作社數(shù)據(jù)進(jìn)行了區(qū)域分析和描述性統(tǒng)計(jì)。第五章分析了我國(guó)農(nóng)民合作社品牌建設(shè)行為對(duì)合作社發(fā)展?fàn)顩r影響,分析得出已經(jīng)進(jìn)行品牌建設(shè)行為的農(nóng)民合作社相比較尚未進(jìn)行品牌建設(shè)行為的農(nóng)民合作社的經(jīng)營(yíng)發(fā)展?fàn)顩r較好。第六章分別從合作社內(nèi)部條件、外部條件以及文化條件分析了影響合作社品牌建設(shè)行為的因素。第七章是對(duì)前幾章的研究結(jié)果進(jìn)行系統(tǒng)梳理分析,針對(duì)文章結(jié)論提出了幾點(diǎn)建設(shè)性的意見。
[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.
【學(xué)位授予單位】：安徽財(cái)經(jīng)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：F321.42

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