【摘要】随着《农民专业合作社法》的颁布实施，确立了农民专业合作社的市场主体地位,促进了其迅猛发展。近年来，虽然合作社在数量、规模上都有所突破，但其在发展质量上还很难以与发达地区的合作社接轨。尤其是在当前农产品市场化程度的进一步提高，国内外农产品市场竞争越发凸显的农业品牌化经营时代，合作社怎样才能突破自身发展瓶颈，增强竞争实力，成为值得关注与研究的问题。党的十七届三中全会就明确提出要扶持农民专业合作社加快发展，使之成为引领农民参与国内外市场竞争的现代农业经营组织。因此，加快合作社品牌培育，走品牌化经营之路，已成为合作社发展的现实选择。合作社的品牌培育不仅有利于提高产品的竞争力，而且能够有效增加农民收入、增进农业效率、增强农村活力以及构建社会主义新农村和发展现代农业。文章从理论分析着手,站在文化战略视角高度,深入探究农民专业合作社的品牌培育问题,提出要充分发挥文化对合作社品牌培育的作用,全面提升合作社的综合实力。在全文在内容结构上，除引言、结论外主要分为六个部分：第一部分，农民专业合作社发展与品牌培育。从农民专业合作社发展历程、国际经验、品牌培育现状的分析着手,站在文化战略的视角阐明了农民专业合作社品牌的内涵、特征以及产生的基础条件，着重分析了农民专业合作社品牌培育中的影响因素与现实意义，最后提出文化战略视野下的农民专业合作社品牌培育原理。第二部分，基于文化战略视角下的农民专业合作社品牌培育模型。在论述文化战略的内涵、优势以及文化竞争力与合作社关系的基础上，重点从顾客、竞争者、社会公众、价格竞争等角度分析了影响农民专业合作品牌培育的文化战略因素，构建了一套基于顾客——品牌关系的合作社品牌培育的文化战略模型。第三部分，农民专业合作社品牌培育的文化诊断、规划、导入与管理。根据文章对前面部分的内容分析，文章提出了基于文化战略视角的农民专业合作社品牌培育的逻辑推演框架,即农民专业合作社品牌培育的文化诊断、规划、导入与管理四个核心要素。第四部分，福建省霞浦县鑫联海带专业合作社品牌培育的文化解读。以农业部农民专业合作社示范点——霞浦县鑫联海带专业合作社作为案例研析对象，结合前面三部分的内容及框架，深入探究了在文化战略视角下鑫联海带专业合作社品牌培育的经验启示，并着重分析了制约该合作社品牌培育的文化因素，进而提出推动合作社品牌培育的文化对策。第五部分，实证研究：福建省25家国家农业部农民专业合作社组织示范点的发展启示。根据对前文的理论及个案分析的基础上，文章从文化战略的视角对福建25家品牌培育较好的部级合作社示范社展开了实证研究,通过相关研究假说、实证分析得出，品牌化是合作社的发展方向，合作社的文化与品牌培育存在密切联系，提出合作社在品牌培育中要树立文化的导向作用。第六部分，农民专业合作社品牌培育的文化战略推进策略。为进一步做强做大合作社，推进合作社品牌培育的文化战略，文章提出要进一步加快农村户籍制度改革、建立农民专业合作社大区、成立农民专业合作社联合会、开办合作社学校、创办合作社公关公司、建设农民专业合作社网络工程等策略举措。

　　【关键词】 农民专业合作社； 品牌培育； 文化战略

　　【Abstract】 With the " Farmer Specialized Cooperative Law " promulgated and implemented. Farmer cooperatives established market players and promote its rapid development. In recent years, although the number of cooperatives, there are breakthroughs on the scale, but its quality is still very difficult in developing and developed regions of the co-integration. Especially in the current market-oriented agricultural products to further increase competition in domestic and international agricultural markets become more prominent in the agricultural era of brand management. How can we break through its own development co-bottleneck, enhance their competitive strength, as worthy of attention and study. Third Plenary Session of the Party made it clear that support for farmer cooperatives to speed up development, to lead farmers to become involved in domestic and overseas markets of the modern agricultural business organizations. Therefore, to accelerate brand development cooperatives, and take the road of brand management has become a realistic choice for the development of cooperatives. Brand development of cooperatives is not only conducive to improving the competitiveness of products, but also to effectively increase their income, improve agricultural efficiency, and enhance rural vitality and building a new socialist countryside and the development of modern agriculture a reality. Start from the theoretical analysis of the article, standing on a high degree of culture, strategic perspective, in-depth exploration of brand development for farmer cooperatives is proposed to give full play to culture the role of the brand development of cooperatives, to enhance the overall strength of cooperatives. In the text in the content structure, in addition to the introduction and conclusion are divided into six parts:Part I the development of farmer cooperatives and brand development. Development process from the farmer cooperatives, international experience, the status quo of brand development to proceed, standing under the perspective of the cultural strategy of the farmer cooperatives to clarify the meaning the brand, features, and basic conditions produced, farmers cooperatives analyzed in brand development Factors and practical significance, the final proposed strategic vision and cultural professional farmers cooperatives under the brand development principles.Part II Strategic Perspective on Culture of farmers cooperatives brand development model.Cultural strategy in his discussion of the meaning, advantages and competitiveness and cooperative relations between culture, based on the emphasis from customers, competitors, the public, price competition point of view of the impact of farmer co-culture of brand development for strategic factors to construct a set of Based on the customer-brand development co-brand relationship model of the cultural strategy.Part III Put the culture diagnosis, planning, import and management into Brand development for farmer cooperatives. According to the article on the front part of the content analysis, the article proposes the strategic perspective based on cultural brand development for farmer cooperatives logical inference framework, that is, the brand development for farmer cooperatives cultural diagnosis, planning, import and management of four core elements.Part IV The XinLian kelp cooperatives of Xiapu inFujian Province that the Cultural Interpretation of brand development. Ministry of Agriculture, farmer cooperatives to demonstration sites-XinLian kelp professional cooperatives as the research object, which combines the content and framework of three parts, explores in depth the strategic perspective of culture associated kelp Xin experience of brand development for cooperatives revelation And analyzes the constraints of the co-brand development for the cultural factors, to drive the co-culture of brand development for countermeasures.Part V Case Study:Fujian Province, the Ministry of Agriculture of 25 cooperative organizations of farmers demonstration of professional development of China. According to the theory and earlier on the basis of case studies, articles from the perspective of the cultural strategy brand development in Fujian 25 cooperatives better demonstration of community-level empirical research carried out by research hypotheses, drawn from the analysis, the brand is Development of cooperatives, cooperative culture and the close link in the brand development, brand development of cooperatives in the proposed to establish a cultural guide.Part VI Promote the brand of Farmer cooperativesdevelopment strategy for the Cultural Strategy. In order to further strengthen and expand co-operative, promoting cultural co-brand development strategy, the article proposed to further speed up the reform of the rural household registration system; establish regional farmer cooperatives; the establishment of farmer cooperative unions; run cooperative schools; co-founder of public relations firms; building Farmer cooperatives network engineering.

　　【Key words】 farmer specialized cooperatives; brand; Cultural Strategy