Farmers Cooperatives, Regional Brands of Agricultural Products and Rural Revitalization
LI Da-lei1, ZHONG Wei-zhou2
1.College of Economics and Management,Northwest Agriculture & Forestry University,Yangling, Shaanxi,712100,China; 2.College of Economics and Finance,Xi’an Jiaotong University, Xi’an, Shaanxi, 710061;
Abstract：Regional brand building of agricultural products has become an important way for rural revitalization. However, brand value of agricultural products has been affected by some problems, for instance, farmers cause damage to brand images and quality products are underpriced. Using ordered Probit model, this paper makes an empirical analysis of the influence of farmers cooperatives construction on the regional brand value of agricultural products. The findings show that higher equity ratio of the cooperative council, the board of supervisors, and major shareholders, bigger board of supervisors, more finance disclosures each year, and higher education level of directors is conducive to regional brand value, thereby helping promote rural revitalization in terms of quality. Further analysis with the Delphi method shows that the government-led, geography-based, and cooperative-promoted regional brand building mode is more suitable for vast rural areas in china. This mode advocates the improvement of cooperative governance mechanism to promote brand value. The government supports brand building through policies and funds, and realizes the standardized production through strict use of geographical indications. Farmers promote high-quality agricultural development under the supervision and coordination of the government and cooperatives.
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2019, Vol. 36 
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