【摘要】 21世纪品牌经济的到来,给农民专业合作社的发展提供了新的机遇和挑战,品牌意味着高附加值、高利润、高市场占有率。农民专业合作社能否拥有知名品牌、强势品牌,不仅直接关系到农民专业合作社自身的发展,更关系到新农村建设的产业基础,也关系到现代农业的发展进程。因此,研究农民专业合作社的品牌培育具有重要的现实意义。首先,在迁移生命周期理论构建了农民专业合作社的生命周期和合作社品牌生命周期的基础上,以河北省河间市国欣农研会为例,基于野中郁次郎的SECI模型,分析了农民专业合作社组织生命周期与品牌生命周期之间的互动关系。第二,借鉴企业品牌战略管理理论,详细分析影响农民专业合作社品牌培育的因素——品牌意识、组织制度、产品质量和市场营销,并构建了农民专业合作社品牌培育的理论模型——―新蜻蜓模型‖。第三,分别从博弈论和信号传递理论角度探讨农民专业合作社品牌培育的路径,并构建了农民专业合作社品牌培育的具体模式,包括品牌生成内部支持体系、品牌生成外部识别体系以及品牌生成外部支持体系。在农民专业合作社品牌生成模式中,农民专业合作社是农民专业合作社品牌培育的主体;政府是农民专业合作社品牌培育的倡导者、支持者和指导者;农业院校、科研院所是农民专业合作社品牌培育的智力保障;而广告公司是农民专业合作社品牌培育的军师。第四,通过问卷调查法获得河北省清河县农民专业合作社品牌发展现状的一手资料,运用多元统计回归模型,找出对当前农民专业合作社绩效有显著影响的品牌培育因素。最后提出了提高农民专业合作社品牌培育的建议:培育农民专业合作社社员的合作意识、实行全员品牌培育战略、加强农民专业合作社组织文化建设、借助NGO发展农民专业合作社品牌、开发农村人力资源、发展农村职业教育以及金融创新等。

　　【Abstract】 At the 21st century, brand economy brings new opportunities and challenges to the development of farmers’cooperatives, because brand means high value-added, high margin, high market share. Whether farmers’cooperatives have well-known brands or strong brands, was not only related to the development of their own directly, but also to socialist new countryside construction, and to the development of modern agriculture. Therefore, study on developing the brands of farmers’cooperatives has important and practical significance.Firstly, the dissertation analyzed the life cycle of farmers’cooperatives and brands through transferring life cycle theory, and took Guoxin Agricultural Research Council in Hebei Province for example, analyzed the interaction between the life cycle of farmers’cooperatives and brands.Secondly, drawing on the experience of corporate brand strategy management theory, the dissertation researched the factors which influence farmers’cooperatives development in detail——brand awareness, organizational system, products’quality and marketing, and built a theoretical model of farmers’cooperatives’brand development——"New Dragonfly model".Thirdly, from game theory and signaling theory perspective respectively, the dissertation probed the paths of developing brands of farmers’cooperatives, and established a specific model of farmers’cooperatives’brand cultivation. The model contained three parts: an internal support system, external recognition system and external support system. In the model, farmers’cooperatives were main body of brand cultivation; government was advocates, supporters and mentors; agricultural colleges and research institutes were the intellectual guarantee of brand cultivation; advertising agencies were military advisersFourthly, we obtained the first-hand information about brand development of farmers’cooperatives through questionnaires, investigating the farmers’cooperatives in Qinghe County, Hebei Province. Then, using multivariate regression model, we found the significant factors which influenced farmers’cooperatives’brand cultivation.Finally, we proposed suggestions to improving farmers’cooperatives’brand development, including cultivating all the cooperative members’co-consciousness; implementing the brand development strategies of all members; strengthening the culture construction of farmers’cooperatives; getting help from NGO to develop brands; developing the rural human resources; developing rural vocational education; probing financial innovation and so on.