农民专业合作社的发展困境与对策——以北京亦辰园果蔬专业合作社为例

Development Dilemma and Countermeasures of Farmer Professional Cooperatives——Taking Beijing Yichenyuan Fruit and Vegetable Professional Cooperative as an Example

为推进农业农村现代化推动乡村全面振兴,在分析农民专业合作社法律规定的基础上,对其发展困境与对策进行了研究。目前,农民专业合作社面临品牌建设能力不足、销售推广渠道有限、内部治理机制缺失等困境。为突破困境,北京亦辰园果蔬专业合作社从打造品牌化特色产业、促进农文旅融合发展、利用新媒体营销手段、完善内部治理机制等方面进行实践探索,进一步带动了京郊农民专业合作社的发展。

In order to promote the modernization of agriculture and rural areas and promote the overall revitalization of rural areas,this paper studies the development dilemma and countermeasures of farmer professional cooperatives on the basis of analyzing the legal provisions.At present,farmer professional cooperatives are faced with difficulties such as lack of brand building capacity,limited marketing and promotion channel,and lack of internal governance mechanism.In order to break through the dilemma,Beijing Yichenyuan Fruit and Vegetable Professional Cooperative has carried out practical exploration from the aspects of creating brand characteristic industries,promoting the integrated development of agriculture,culture and tourism,using new media marketing means,and improving internal governance mechanism,etc.,which can further promote the development of farmer professional cooperatives in the suburbs of Beijing.