农民专业合作社产品品牌建设及其影响因素分析

The Study Influence’s Factors on Product Brand Construction of Farmers Specialized Cooperatives

利用对全国部分省、市329家农民专业合作社的问卷调查数据,运用二元Logistic回归模型,对合作社产品品牌建设及其影响因素进行实证分析,结果表明,合作社内部管理者品牌意识强、人均纯盈余多、盈余按股分配比例高、外部市场竞争激烈、政府品牌建设资金多、政策扶持力度强对合作社的产品品牌建设均有正向影响。因此,进行产品品牌建设,合作社首先要加强自身建设,构建高效的内部制度,特别是分配制度,在合作社发展初期要适当提高盈余按股分配比例。其次,政府要加强品牌建设的资金、政策扶持力度,不断地引导和支持合作社进行产品品牌建设。

This thesis empirically analyzes brand construction and its influencing factors about the cooperatives products, by capitalizing on dualistic Logistic regression model and making full use of questionnaire survey data a- bout 329 farmers specialized cooperatives from some certain provinces and municipalities. The result shows that the factors which have positive effect on brand construction about cooperatives products include cooperative managers sense of brand, the per capita net surplus, the scale of fixed assets, the proportion of surplus allocation by stock ; external market competition degree, governmental money for brand construction, governmental efforts to support brand construction. Therefore, in order to construct product brand, cooperatives should first enhance self - con- struction, build efficient internal system, especially the distribution system. During the early stage of cooperative development, cooperatives should appropriately improve the proportion of surplus distribution by stock, in order to attract more internal and external capital, improve efficiency of production and management, continuously strength- en themselves, which can lay the foundation for product brand construction. Secondly, government should pay more efforts to support brand construction including capital and policies, lead and stand by cooperatives to construct product brand.