【摘要】 [目的]品牌建设是引领农民专业合作社发展的关键环节,厘清农民专业合作社品牌建设行为的影响因素成为解决农民专业合作社现有问题、提升农民专业合作社经济绩效和增加农民收入的关键,对于推进农业现代化发展和实施乡村振兴战略具有重要意义。[方法]文章基于北京市蔬菜专业合作社的调查数据,利用Logit模型和Probit模型,从内部条件、外部条件、组织和文化条件以及政府条件四个方面,分析影响农民专业合作社品牌建设行为的关键因素。[结果]研究结果表明,内部条件因素中的种植面积、注册年限、"三品一标"情况,外部条件中的市场竞争激烈程度,组织文化条件中的理事长对品牌建设重视程度因素,政府是否进行资金和政策支持因素具有较强的显著性。[结论]因此,农民专业合作社应完善合作社内部管理机制、实施规范化运营、加强文化战略建设,同时政府也应该增加扶持力度,共同促进农民专业合作社品牌建设的可持续化发展。更多还原

【Abstract】 Brand building is the key link to lead farmers’ professional cooperatives, analyzing the influencing factors of farmers’ professional cooperative brand construction behavior, has become an important way to solve farmers’ professional cooperatives, enhance the economic performance of farmers’ professional cooperatives and increase farmers’ income. It is of great significance for promoting the development of agricultural development and implementing rural resolution. Based on the survey data of the Beijing Vegetable Professional Cooperatives, this paper used the Logit model and the Probit model to analyze the key factors affecting the brand building of farmers’ professional cooperatives from four aspects, such as internal conditions, external conditions, organizational and cultural conditions. The results showed that planting area, the registration period, the degree of registration of "Sanpin Yibiao", the intensity of the market competition, director’s emphasis on brand building, whether the government conducts funds and policy support factors had strong significance. Therefore, the farmers’ professional cooperative should improve the internal management mechanism of the cooperative, implement standardized operation, strengthen cultural strategic construction, and the government should also increase support, jointly promote the sustainable development of farmers’ professional cooperative brand construction.更多还原